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Marketing Communications By Chris Fill

Marketing Communications
by Chris Fill

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Covering the main aspects of communication both in B2C and B2B environments, raising the ethical issues and providing case studies, this book is useful for students, teachers as well as for practitioners who want to know about Marketing Communications. It also offers operational insight into industry relationships, practices and methodology.
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Marketing Communications Summary

Marketing Communications: engagement, strategies and practice by Chris Fill

"Marketing Communications: engagement, strategies and practice "uses theoretical frameworks and a wealth of examples to encourage students to adopt an analytical and reflective approach to the subject. Unlike most competing texts that describe the How' behind Marketing Communications, this book provides the Why' behind Marketing Communications. This book is suitable for students studying Marketing or Business Studies at undergraduate level, postgraduate students on Marketing related programmes, and it is the essential text for those studying the Professional Diploma module, Marketing Communications.

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Table of Contents

Part 1 An Introductory Case Study The British Library Chapter 1 An Introduction to Marketing Communications Chapter 2 Communication Theory Chapter 3 The Marketing Communications Industry Chapter 4 Ethics, Responsibility and Controls Part 2 Understanding How Marketing Communications Works Chapter 5 Understanding How Customers Process Information Chapter 6 Customer Decision-making Chapter 7 How Marketing Communications Might Work? Chapter 8 Stakeholders, Supply Chains and Interorganisational Relationships Chapter 9 Marketing, Relationships and Communications Chapter 10 The Impact of Technology on Marketing Communications Part 3 Strategies and Planning Chapter 11 Integrated Marketing Communications Chapter 12 Marketing Communications: Strategies and Planning Chapter 13 Marketing Communications: Objectives and Positioning Chapter 14 Branding and the Role of Marketing Communications Chapter 15 Corporate Identity and Reputation Chapter 16 Financial Resources Chapter 17 Evaluating Marketing Communications Part 4 The Marketing Communications Mix: Disciplines and Applications Chapter 18 Advertising and Strategy Chapter 19 Advertising Messages and Creative Approaches Chapter 20 Traditional Media Chapter 21 Interactive Media Chapter 22 Media Planning Delivering the Message Chapter 23 Sales Promotion: Principles and Approaches Chapter 24 Sales Promotion: Methods and Techniques Chapter 25 Public relations Chapter 26 Sponsorship Chapter 27 Direct Marketing Chapter 28 Personal Selling Chapter 29 Exhibitions, Product Placement, Field Marketing and Packaging Part 5: Marketing Communcations for Special Audiences Chapter 30 Marketing Communications Across Borders Chapter 31 Business-to-Business Marketing Communications Chapter 32 Internal Marketing Communications

Additional information

Marketing Communications: engagement, strategies and practice by Chris Fill
Chris Fill
Used - Very Good
Pearson Education Limited
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.