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Simply Marketing Communications

ISBN-10: 0273704052

ISBN-13: 9780273704058

Edition: 2006

Authors: Chris Fill

List price: $89.50
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Description:

Simply Marketing Communications offers a concise overview of the principles and practices of this dynamic and exciting subject. Based on Chris Fill 's comprehensive and widely used Marketing Communications: engagement, strategies and practice, this shorter book has much more emphasis on the basic concepts and avoids the use of some of the more complex theoretical frameworks. The practical and applied focus of this book makes it ideal for students studying Marketing Communications for their Chartered Institute of Marketing diploma and also undergraduates studying the subject as part of a marketing or management degree.
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Book details

List price: $89.50
Copyright year: 2006
Publisher: Pearson Education, Limited
Binding: Paperback
Pages: 440
Size: 7.50" wide x 10.00" long x 0.75" tall
Weight: 1.782
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
Marketing Communications: an introduction
Communication: theory, interactivity and people
Audiences: behaviour, attitudes and decision making
Review Questions and Exercises Cases and Questions
Managing Marketing Communications
Strategy: approaches, integration and planning
Targeting Audiences: segmentation, targeting, positioning and objectives
Using Technology: scope, applications and web sites
Review Questions and Exercises Cases and Questions
Elements of the Marketing Communication Mix
Advertising: frameworks, messages and evaluation
Media: traditional, digital and planning
Sales Promotion: principles, techniques and evaluation
Public Relations: approaches, sponsorship and evaluation
Direct Marketing, Personal Selling and evaluation
Review Questions and Exercises Cases and Questions
Industry, Relationships and Operations
Relationships: value, employees, trust
Stakeholders: channels, business-to-business and international communications
The Industry: structure, budgets, remuneration and regulation
Agency Operations: selection, personnel and practice
Review Questions and Exercises Cases and Questions