Marketing Communications

Building on its established structure and reputation, the fifth edition of Marketing Communications is geared toward students studying marketing or business studies at undergraduate level and postgraduate students on marketing related programmes. The book is also an invaluable resource for students studying for professional marketing qualifications, most notably those studying courses offered by the Chartered Institute of Marketing.

Marketing Communications adopts a critical perspective of the subject and unlike other texts in the field, which adopt a how-to approach, this text provides readers with an insight into the why about marketing communications.

Comprehensive web site

Enhance your teaching/learning with materials available on the companion web site. Visit www.pearsoned.co.uk/fill to access outline answers to the MiniCase questions, an Instructors Manual, PowerPoint slides and, NEW TO THIS EDITION, podcasts, video and direction to key academic papers on marketing communications. There are opportunities for students and tutors to share their marketing communications essays, thoughts, ideas, and favourite campaigns and papers.

About the author

Chris Fill is Principal Lecturer in Marketing and Strategic Management at the University of Portsmouth. He is the Senior Examiner for the Marketing Communications module offered by the Chartered Institute of Marketing on the Professional Diploma programme and he is also responsible for the module Managing Corporate Reputation on the newly revised Postgraduate Diploma programme.

'This new edition is a superb text that covers the core areas of the subject area as well as the latest and contemporary developments that have impacted companies and consumers.  Students will find this book interesting to read, with many relevant case studies, vignettes with questions, figures and diagrams that provide clear connections between theory and practice.'

Professor T. C. Melewar PhD, Professor of Marketing and Strategy, Brunel University

'Marketing Communications engages and stimulates the reader with interesting, contemporary and beautifully presented imagery and examples. This is an invaluable resource and should be on the bookshelf of every serious student of advertising and marketing.'

Marian Norwood, Course Director BSc Hons Advertising, University of Ulster

~ All Island Marketing Award Winner

'This book has always been THE definitive marketing communications 'authority' - but this new edition has superseded all my expectations in terms of delivering an exciting and authoritative text which stimulates the reader and explores the most apt and crucial contemporary key issues for tomorrow's recession-proof marketing communicators.'

Dr Ruth Ashford, PhD, Chartered Marketer, ...

(Pearson)

Bli först med att recensera och betygsätt boken Marketing Communications - du kan vinna 200 kr varje månad i tävlingen "Månadens recension".

Part 1: Introduction to Marketing Communications
An Introductory Case Study
Chapter 1. An Introduction to Marketing Communications
Chapter 2. Communication Theory
Chapter 3. The Marketing Communications Industry
Chapter 4. Ethics in Marketing Communications
Part 2: Understanding How Marketing Communications Works
Chapter 5. Understanding How Customers Process Information
Chapter 6. Customer Decision-making
Chapter 7. Marketing, Relationships and Communications
Chapter 8. How Marketing Communications Might Work
Part 3: Managing Marketing Communications
Chapter 9. Integrated Marketing Communications 
Chapter 10. Marketing Communications: strategies and planning
Chapter 11. Marketing Communications: objectives and positioning  
Chapter 12. Branding and the Role of Marketing Communications  
Chapter 13. Managing Corporate Reputation: identity and branding 
Chapter 14. Financial Resources for Marketing Communications
Chapter 15. Evaluating Marketing Communications
Part 4: The Tools of Marketing Communications 
Chapter 16. Advertising and Strategy
Chapter 17. Messages, Content and Creative Approaches
Chapter 18. Sales Promotion: principles and techniques
Chapter 19. Public Relations
Chapter 20. Sponsorship
Chapter 21. Direct Marketing
Chapter 22. Personal Selling
Chapter 23. Exhibitions, Product Placement, Field Marketing and Packaging
Part 5: The Media and Marketing Communications
Chapter 24. Traditional Media 
Chapter 25. Digital Media
Chapter 26. Interactive Marketing Communications
Chapter 27. Media Behaviour and Planning: delivering the message 
Part 6: Marketing Communications for Special Audiences
Chapter 28. Marketing Communications Across Borders
Chapter 29. Business-to-Business Marketing Communications
Chapter 30. Internal Marketing Communications 

(Pearson)