Includes bibliographical references and index.

New approaches to marketing communication -- New trends in the promotion of companies and brands to stakeholders : a holistic approach / Maurice L(S"(Bevy and Dan O'Donoghue -- Past, current, and future trends in mass communication research / Matthew S. Eastin and Terry Daugherty -- The twenty-first century consumer society / James Fitchett -- Marketing communications in a world of consumption and brand communities / Albert M. Mun<U+0303>iz, Jr. and Thomas C. O'Guinn -- Marketing communications trends in the emerging global marketplace / H. David Hennessey -- Developments in marketing communication technologies -- The future of television advertising / Tina M. Lowrey, L.J. Shrum, and John A. McCarty -- Electronic marketing and marketing communications : the role of technology / John O'Connor, Eamonn Galvin, and Martin Evans -- Recent developments in below-the-line marketing communications / Chris Fill -- Integrated marketing communications and the emerging role of the website / Thomas W. Gruen -- Word of mouth : the oldest, newest marketing medium / George R. Silverman -- Rethinking marketing communication styles -- Marketing communication in a postmodern world / A. Fuat Firat and Lars Th<U+00F8>ger Christensen -- Hypermodernity and the new millennium : scientific language as a tool for marketing communications / Eric J. Arnould and Elisabeth Tissier-Desbordes -- Identity in marketing communications : an ethics of visual representation / Janet L. Borgerson and Jonathan E. Schroeder -- The communication of marketing : a critical analysis of discursive practice / Douglas Brownlie and Michael Saren.