Marketing Communications (häftad)
Häftad (Paperback)
Antal sidor
Financial Times/ Prentice Hall
265 x 200 x 35 mm
1760 g
Antal komponenter
Marketing Communications (häftad)

Marketing Communications

engagement, strategies and practice

Häftad Engelska, 2005-08-01


 Back Cover Copy- Chris Fill, Marketing Communications: engagements, strategies, and practice, 4e

Using theoretical frameworks and a wealth of examples to encourage students to adopt an analytical and reflective approach to the subject, Marketing Communications: engagements, strategies, and practice, Fourth Edition, is an ideal text.

"Well written, erudite, scholarly and academically robust, this text offers clear operational insight into industry relationships, current practices and methodology. This book is ideal for the aspirant practitioner and marketing communications student alike."

Peter Farror Westminster Business School, The University of Westminster

Geared toward students studying Marketing or Business Studies at the undergraduate level and post-graduate students on Marketing related programmes, the book is essential reading for participants in the Chartered Institute of Marketing (CIM) Diploma module on Marketing Communications.

"Chris Fill provides a comprehensive and easy to access text dedicated to Marketing Communications. With excellent conceptual and theoretical underpinnings this text supported by a strong systematic structure and a wide range of European examples."

Geraldine Cohen Brunel Business School, Brunel University

Unlike many other texts on the subject that just describe how to do marketing, Marketing Communications: engagements, strategies and practice, Fourth Edition, provides the why behind marketing communications with a variety of perspectives.


"Covering the main aspects of communication both in B2C and B2B environments, raising the ethical issues and providing relevant case studies, this book is a useful tool for students, teachers as well as for practitioners eager to know more about Marketing Communications."

Claude Pecheux The Catholic University of Mons


Completely updated, this edition is reorganised in 5 parts.

Part 1            Introduction to marketing communications

Part 2            Understanding how marketing communications works

Part 3            Strategies and planning

Part 4            The marketing communications mix: disciplines and applications

Part 5            Marketing communications for special audiences


Enhance your teaching/learning with materials available on the Companion Website. Visit to access an Instructors Manual, Power Point Slides, links to other sites and more!

Visa hela texten


Har du läst boken? Sätt ditt betyg »

Bloggat om Marketing Communications


Part 1


An Introductory Case Study The British Library


Chapter 1            An Introduction to Marketing Communications

Chapter 2            Communication Theory

Chapter 3            The Marketing Communications Industry

Chapter 4            Ethics, Responsibility and Controls


Part 2            Understanding How Marketing Communications Works


Chapter 5            Understanding How Customers Process Information

Chapter 6            Customer Decision-making

Chapter 7            How Marketing Communications Might Work?

Chapter 8            Stakeholders, Supply Chains and Interorganisational Relationships

Chapter 9            Marketing, Relationships and Communications

Chapter 10            The Impact of Technology on Marketing Communications


Part 3            Strategies and Planning


Chapter 11            Integrated Marketing Communications

Chapter 12            Marketing Communications: Strategies and Planning

Chapter 13            Marketing Communications: Objectives and Positioning

Chapter 14            Branding and the Role of Marketing Communications

Chapter 15            Corporate Identity and Reputation

Chapter 16            Financial Resources

Chapter 17            Evaluating Marketing Communications



Part 4   The Marketing Communications Mix: Disciplines and Applications


Chapter 18            Advertising and Strategy

Chapter 19            Advertising Messages and Creative Approaches

Chapter 20            Traditional Media

Chapter 21        &...