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Marketing Communications Engagement, Startegies and Practice

ISBN-10: 1405873086

ISBN-13: 9781405873086

Edition: 4th 2007

Authors: Chris Fill

List price: $116.60
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Description:

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.
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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