Marketing Communications Engagement, strategies and Practice

Name: Marketing Communications Engagement, strategies and Practice
Availability: OutOfStock
ISBN: 9780273687726

ISBN-10: 0273687727

ISBN-13: 9780273687726

Edition: 4th 2006 (Revised)

Authors: Chris Fill

List price: $140.00

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Description:

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.

Book details

List price: $140.00
Edition: 4th
Copyright year: 2006
Publisher: FT Press
Publication date: 9/27/2005
Binding: Paperback
Pages: 952
Size: 7.50" wide x 10.00" long x 1.50" tall
Weight: 3.850
Language: English

Chris Fill is Principal Lecturer in Marketing and Strategic Management at the University of Portsmouth. In addition, he is a Senior Examiner at the Chartered Institute of Marketing and is currently responsible for the Marketing Communications module on the Professional Diploma. Chris is author of Marketing Communications: Interactivity, Communities and Content (now in its fifth edition), published by Pearson Education.




Introduction to marketing communications



Communication theory



The marketing communications industry



Ethics in marketing communications



Understanding how customers process information



Customer decision-making



How marketing communications might work



Stakeholders : supply chains and interorganisational relationships



Marketing : relationships and communications



The impact of technology on marketing communications



Integrated marketing communications



Marketing communications : strategies and planning



Marketing communications : objectives and positioning



Branding and the role of marketing communications



Corporate identity, reputation and branding



Financial resources for marketing communications



Evaluating marketing communications



Advertising and strategy



Advertising messages and creative approaches



Traditional media



Online and interactive media



Media behaviour and planning : delivering the message



Sales promotion : principles and approaches



Sales promotion : methods and techniques



Public relations



Sponsorship



Direct marketing



Personal selling



Exhibitions, product placement, field marketing and packaging



Marketing communications across borders



Business-to-business marketing communications



Internal marketing communications