Essentials of Marketing Communications

Chris Fill is the founder and Managing Director of Fillassociates (www.fillassociates.co.uk). The company develops learning materials related to marketing and corporate communications, provides training, evaluation and consultancy for organisations wishing to manage their marketing communications and corporate reputation. Formerly a Principal Lecturer at the University of Portsmouth, Chris is a Visiting Professor at several European Business Schools and a Fellow of The Chartered Institute of Marketing where he is the Senior Examiner responsible for the Professional Postgraduate Diploma module, Managing Corporate Reputation.

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• Part One        Introduction to Marketing CommunicationsChapter 1        The Scope of Marketing CommunicationsChapter 2        Communication: interactivity & conversationsChapter 3        Audiences: attitudes, behaviour & decision making Part Two       Managing Marketing CommunicationsChapter 4        Strategies, objectives and positioning                                    Chapter 5        Integration and Planning  Chapter 6        Branding, Budgeting & EvaluationChapter 7        Agencies: Practice, Regulation & International CommunicationsChapter 8        Shaping Relationships with Marketing Communications  Part Three    The Marketing Communications MixChapter 9        Advertising  Chapter 10      Public Relations and SponsorshipChapter 11      Direct Marketing and Personal Selling Chapter 12      Sales Promotion, Exhibitions and Product PlacementChapter 13      Media: conventional and digitalChapter 14      Interactive Marketing CommunicationsChapter 15      Content: credibility, messages and creative approaches