- Häftad (Paperback)
- Antal sidor
- Financial Times/ Prentice Hall
- 265 x 200 x 35 mm
- Antal komponenter
- 1760 g
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engagement, strategies and practice
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
NEW TO THIS EDITION!
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 www.pearsoned.co.uk/fill to access an Instructors Manual, Power Point Slides, links to other sites and more!
Fler böcker av Chris Fill
Bloggat om Marketing Communications
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 &...