Marketing Communications: Contexts, Strategies and Applications, 3rd Edition, uses theoretical frameworks and a wealth of examples to encourage students to adopt an analytical and reflective approach to this subject. With a primarily academic orientation, three sections cover contextual issues, strategy and the elements of the promotional mix. Relationship marketing concepts underpin the integrated approach to communications.New to this edition: All chapters have been updated plus *Seven brand new chaptersBusiness-to- business marketing communications; Branding and the role of marketing communications; Interactive communications strategy; Online marketing communications; Marketing communication strategy and planning; Evaluation of marketing communications; Exhibitions, packaging and field marketing. *New mini-cases and exercises to consolidate learning and conclude each chapter *New colour plates and black & white exhibits of many leading brands to link theory & practice.Marketing Communications: Contexts, Strategies and Applications, 3rd Edition, is recommended for students studying Marketing or Business Studies at undergraduate level, postgraduate students on Marketing related pro mini-case studies, including all the recent CIM examination cases for the IMC module *download files, including an updated version of the Media chapter from the previous edition *multiple choice questions to develop learning *hyperlinks to pertinent and interesting web-sitesFor tutors: Instructors Manual to download containing: *a range of teaching schemes *key points about each chapter *PowerPoint Slides *exercises *additional mini case studiesAll found at www.booksites.net/fillChris Fill is Principal Lecturer in Marketing and Strategic Management at the University of Portsmouth. He is also the Senior Examiner for the Integrated Marketing Communications module offered by the Chartered Institute of Marketing on their Postgraduate Diploma programm
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PART I SETTING THE SCENE 1 An introduction to marketing communications 2 Communication theory PART II CONTEXTS The Customer's Context 3 Understanding how customers process information 4 Customer decision making The Business Context 5 Purpose and audiences 6 Ethics in marketing communications The Internal Context 7 Internal marketing communications 8 Financial communications The External Context 9 Environmental influences of marketing communications 10 Networks and stakeholders 11 The communications industry PART III STRATEGIES 12 Marketing communication strategies and planning 13 promotional objectives and positioning 14 Branding and the role of marketing communications 15 Business-to-Business marketing communications 16 Corporate identity and reputation management 17 Marketing communications across borders 18 Interactive marketing communications strategy 19 Integrated marketing communications PART IV APPLICATIONS AND METHODS OF MARKETING COMMUNICATIONS 20 Advertising: how it might work 21 Advertising messages and creative approaches 22 Media and media planning 23 Sales promotion 24 Sales promotion techniques 25 Online marketing communications 26 Public relations 27 Sponsorship 29 Personal selling 30 Exhibitions, packaging and field marketing 31 Evaluating marketing communications
Marketing Communications by Chris Fill
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