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Marketing Communications Interactivity, Communities and Content

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ISBN-10: 0273717227

ISBN-13: 9780273717225

Edition: 5th 2009

Authors: Chris Fill

List price: $137.00
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Book details

List price: $137.00
Edition: 5th
Copyright year: 2009
Publisher: Prentice Hall PTR
Publication date: 8/3/2010
Binding: Paperback
Pages: 1000
Size: 7.50" wide x 10.25" long x 1.25" tall
Weight: 4.092

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.

Part 1: Introduction to Marketing CommunicationsAn Introductory Case StudyChapter 1 An Introduction to Marketing CommunicationsChapter 2 Communication TheoryChapter 3 The Marketing Communications IndustryChapter 4 Ethics in Marketing CommunicationsPart 2: Understanding How Marketing Communications WorksChapter 5 Understanding How Customers Process InformationChapter 6 Customer Decision-makingChapter 7 Marketing, Relationships and CommunicationsChapter 8 How Marketing Communications Might WorkPart 3: Managing Marketing CommunicationsChapter 9 Integrated Marketing CommunicationsChapter 10 Marketing Communications: strategies and planningChapter 11 Marketing Communications: objectives and positioningChapter 12 Branding and the Role of Marketing CommunicationsChapter 13 Managing Corporate Reputation: Identity and brandingChapter 14 Financial Resources for marketing communicationsChapter 15 Evaluating Marketing CommunicationsPart 4: The Tools of Marketing CommunicationsChapter 16 Advertising and StrategyChapter 17 Messages, Content and Creative ApproachesChapter 18 Sales Promotion: Principles and TechniquesChapter 19 Public relationsChapter 20 SponsorshipChapter 21 Direct MarketingChapter 22 Personal SellingChapter 23 Exhibitions, Product Placement, Field Marketing and PackagingPart 5: The Media and Marketing CommunicationsChapter 24 Traditional MediaChapter 25 Digital MediaChapter 26 Interactive Marketing CommunicationsChapter 27 Media Behaviour and Planning: delivering the messagePart 6: Marketing Communcations for Special AudiencesChapter 28 Marketing Communications Across BordersChapter 29 Business-to-Business Marketing CommunicationsChapter 30 Internal Marketing Communications