PREFACE xvemotions and habits into the theory of planned behaviour, two-sided messages, experience
positioning of electric cars, response to online reviews, health communications, the RFM-model,
measuring online campaigns and user-generated content. The chapter on e-communications has
been thoroughly updated and extended and includes a large section on social media communica-
tions, to reflect the most recent evolutions and best-practice applications in this fast-growing area. A
thoroughly revised chapter on brand activation has been added.
Finally, we are proud to offer instructor and student support materials on our website: http://
http://www.pearsoned.co.uk/depelsmacker. Visit this site to find valuable teaching and learning materials
on Marketing Communications.A01_PELS3221_05_SE_FM.indd xvA01_PELS3221_05_SE_FM.indd xv 6/10/13 9:07 AM6/10/13 9:07 AM