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Essentials of Marketing Communications

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ISBN-10: 027370205X

ISBN-13: 9780273702054

Edition: 3rd 2006 (Revised)

Authors: Jim Blythe

List price: $140.33
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Description:

Essentials of Marketing Communications 3rd edition gives students a concise overview of the strategic and tactical decision-making processes involved in marketing communications. It also links the current theories of marketing communications to consumer behaviour issues as well as explaining how marketing communications works in the real world. The text is ideal for those studying marketing communications for the first time.
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Book details

List price: $140.33
Edition: 3rd
Copyright year: 2006
Publisher: FT Press
Publication date: 5/22/2006
Binding: Paperback
Pages: 352
Size: 8.00" wide x 10.00" long x 1.00" tall
Weight: 1.496
Language: English

Jim Blythe is Visiting Professor of Marketing at University of Plymouth, UK. Jim Blythe has been a Merchant Navy officer, a ladies hairdresser, a business consultant, a rock musician, a truck driver, a company director and an award-winning playwright all before becoming an academic - he always planned on having a varied life and likes learning new skills. Currently he is trying to learn to grow vegetables (with limited success...), but he has a pilot's licence and has learned to play drums in a samba band, so the beat goes on.nbsp;Jim has written 18 books, over 50 journal articles, and has contributed chapters to 8 other books. He has taught overseas, written open-learning packs for international training organisations and has been a Senior Examiner for the Chartered Institute of Marketing.nbsp;His next venture is to study for a degree in modern languages - having left school at 16 he thinks it's time to get the education he missed out on. He holds four real degrees (including one fake), and therefore feels somewhat irritated that he is mainly known for winning the Cardiff heat of the TV show, Come Dine With Me. Perhaps the latest editions of his textbooks will help redress the balance a little...

Preface
Theories of communication
Objectives
Introduction
Communication
Information processing
Attitude formation
Modelling consumer behaviour
Miscommunication
Case study: Ostriches On Line
Summary
Chapter questions
Further reading
References
The communications mix
Objectives
Introduction
Elements of the communications mix
The marketing communications plan
Formulating a strategy
Planning the campaign
International marketing communications strategy
Researching the effectiveness of communications
Case study: The Post Office
Summary
Chapter questions
Further reading
References
Print media advertising
Objectives
Introduction
Press advertising in context
Creative issues in print advertising
Media buying
Distribution methods
Monitoring results
International press advertising
Case study: Footjoy
Summary
Chapter questions
Further reading
References
Active media: TV, radio and cinema
Objectives
Introduction
TV advertising
Radio advertising
Cinema advertising
Case study: Pearl and Dean
Summary
Chapter questions
Further reading
References
Outdoor advertising
Objectives
Introduction
Billboards
Transport advertising
Airships, blimps, banner-towing and hot-air balloons
Ambient advertising
Case study: Jo Lively
Summary
Chapter questions
Further reading
References
Public relations and corporate image
Objectives
Introduction
Public relations
Corporate identity
Case study: Live8
Summary
Chapter questions
Further reading
References
Branding, packaging and merchandising
Objectives
Introduction
Branding
Packaging
Merchandising
Case study: Valuing brands
Summary
Chapter questions
Further reading
References
Managing exhibitions and trade events
Objectives
Introduction
Exhibitions in the communications mix
Alternatives to exhibitions
Case study: EAA Airventure Oshkosh
Summary
Chapter questions
Further reading
References
Direct and database marketing
Objectives
Introduction
Database marketing - background
Direct marketing
Non-computer direct marketing
Consumer responses to direct marketing
Case study: Argos
Summary
Chapter questions
Further reading
References
Sales promotion
Objectives
Introduction
Sales promotion
Integrating sales promotions with other communications tools
Business-to-business sales promotions
Case study: Lanson Champagne
Summary
Chapter questions
Further reading
References
Personal selling and sales management
Objectives
Introduction
Personal selling and the communications mix
Personal selling in practice
Management of the selling process and function
Case study: Co-operative Funeral Service
Summary
Chapter questions
Further reading
References
Twenty-first century marketing communications
Objectives
Introduction
New media
Social change
Case study: West Country Violins
Summary
Chapter questions
Further reading
References
Glossary
Index