Marketing Communications

AvChris Fill,Sarah Turnbull

Häftad, Engelska, 2026

875 kr

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Beskrivning

Marketing Communications explores how and why organisations use marketing communications to build brands and sell products. Drawing on multiple theories and frameworks, the authors consider strategies for audience engagement alongside the perspectives of brands, agencies and practitioners worldwide. Case studies—many award-winning—tell the stories of marketing campaigns for well-known brands, both in the UK and internationally.

The 10th Edition was thoroughly revised to reflect the changes and disruptors shaping modern marketing. It examines how technology is reshaping promotional channels, organisational structure, and buyer behaviour and expectations.

Produktinformation

Utgivningsdatum:2026-10-02
Format:Häftad
Språk:Engelska
Upplaga:10
Förlag:Pearson Education
ISBN:9781292749167

Mer om författaren

About our authors Sarah Turnbull PhD, MBA, MSc, FCIM, FHEA, is a Professor of Marketing at the University of Portsmouth. Sarah is a Liveryman of the Worshipful Company of Marketors, a Fellow of The Chartered Institute of Marketing and a member of the Marketor’s Trust Committee. Prior to joining academia, she worked in a number of global advertising agencies and spent eight years as Account Director on the Emirates account in Dubai. Her research on advertising practice and creativity has been published in leading academic and professional journals. Sarah serves on the Editorial Review Board of the International Journal of Advertising, the Journal of Advertising Education and the Journal of Current Issues & Research in Advertising. Sarah is regularly invited to speak about advertising at practitioner and academic events internationally.Chris Fill BA, MSc, is Director of Fill Associates and was a Principal Lecturer at the University of Portsmouth. He was also a Fellow and, for 15 years, Senior Examiner for Marketing Communications at the Chartered Institute of Marketing. He has worked with the Institute of Practitioners in Advertising on speciaI projects and for clients in the UK and overseas. Having authored more than 36 textbooks, and published papers in many leading academic journals, he is recognised internationally for his contributions to marketing communications.

Innehållsförteckning

The scope of marketing communicationsHow marketing communications works: theory and modelsIntegrated marketing communicationsUnderstanding audiencesThe marketing communications planning framework (MCPF)Marketing communications: objectives and positioningBudgeting and evaluationThe marketing communications mixPublic relations and sponsorshipDirect marketing and sales promotionPersonal selling, word-of-mouth and influencer marketingBrand: placement, experience and packagingContent: messages, credibility and creative approachesMedia: principles, practice and formatsMedia planning: concepts and practices