Marketing Communications Engagement, Startegies and Practice

Name: Marketing Communications Engagement, Startegies and Practice
Availability: OutOfStock
ISBN: 9781405873086

ISBN-10: 1405873086

ISBN-13: 9781405873086

Edition: 4th 2007

Authors: Chris Fill

List price: $116.60

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This fourth edition of an introductory marketing textbook covers topics such as marketing strategies and planning, exhibitions, events and field marketing, branding and the Internet.

Book details

List price: $116.60
Edition: 4th
Copyright year: 2007
Publisher: Prentice Hall Higher Education
Publication date: 3/14/2008
Binding: Mixed Media
Size: 7.75" wide x 10.25" long x 1.50" tall
Weight: 3.982
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.




An Introductory Case Study - The British Library



An Introduction to Marketing Communications



Communication Theory



The Marketing Communications Industry



Ethics, Responsibility and Controls



Understanding How Marketing Communications Works



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



Strategies and Planning



Integrated Marketing Communications



Marketing Communications: Strategies and Planning



Marketing Communications: Objectives and Positioning



Branding and the Role of Marketing Communications



Corporate Identity and Reputation



Financial Resources



Evaluating Marketing Communications



The Marketing Communications Mix: Disciplines and Applications



Advertising and Strategy



Advertising Messages and Creative Approaches



Traditional Media



Interactive Media



Media 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 Communcations for Special Audiences



Marketing Communications Across Borders



Business-to-Business Marketing Communications



Internal Marketing Communications