Simply Marketing Communications

Name: Simply Marketing Communications
Availability: OutOfStock
ISBN: 9780273704058

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.

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

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