| Title : | Marketing communications : touchpoints, sharing and disruption | | Material Type: | printed text | | Authors: | Chris Fill, Author ; Sarah Turnbull, Author | | Edition statement: | 8th | | Publisher: | Pearson Education Limited | | Publication Date: | 2019 | | Pagination: | xli, 775 | | Layout: | ill. (col.), photographs | | Size: | 27mm | | ISBN (or other code): | 978-1-292-23497-7 | | Price: | €60.90 | | General note: | The new edition of Marketing Communications delivers a rich blend of theory with examples of contemporary marketing practice. Providing a critical insight into how brands engage audiences, Fill and Turnbull continues to be the definitive marketing communications text for undergraduate and postgraduate students in marketing and related fields.
The eighth edition, which contains two new chapters, reflects the changing and disruptive world of marketing communications. Throughout the text the impact of digital media and its ability to influence audience, client, and agency experiences, is considered. Each chapter has been extensively revised, with new examples, the latest theoretical insights, and suggested reading materials. Each of the 22 chapters also has a new case study, drawn from brands and agencies from around the world.
Marketing Communications is recognised as the authoritative text for professional courses such as The Chartered Institute of Marketing, and is supported by the Institute of Practitioners in Advertising. | | Class number: | 658.802 | | Contents note: | Part 1: Introduction to marketing communications
Chapter 1: Introducing marketing communications Chapter 2: Marketing communications: issues, influences and disruption Chapter 3: Communication: theory and practice Chapter 4: Classical theories and interpretations of buyer behaviour Chapter 5: Contemporary interpretations of buyer behaviour Chapter 6: How does marketing communications work?
Part 2: Managing marketing communications
Chapter 7: Marketing communications: strategies and planning Chapter 8: Marketing communications: objectives and positioning Chapter 9: The communications industry: structure, operations and finance Chapter 10: Evaluation and metrics Chapter 11: Branding and marketing communications Chapter 12: Integrated and marketing communications
Part 3: The marketing communications mix
Chapter 13: Advertising: role, form and strategy Chapter 14: Public relations: principles an practice Chapter 15: Sponsorship Chapter 16: Direct marketing and personal selling Chapter 17: Sales promotion, field marketing and brand experience Chapter 18: Brand placement, exhibitions, packaging and licensing Chapter 19: Messages and creativity Chapter 20: Media: principles and practice Chapter 21: Digital and other interactive media Chapter 22: Media planning in a digital age |
Marketing communications : touchpoints, sharing and disruption [printed text] / Chris Fill, Author ; Sarah Turnbull, Author . - 8th . - [S.l.] : Pearson Education Limited, 2019 . - xli, 775 : ill. (col.), photographs ; 27mm. ISBN : 978-1-292-23497-7 : €60.90 The new edition of Marketing Communications delivers a rich blend of theory with examples of contemporary marketing practice. Providing a critical insight into how brands engage audiences, Fill and Turnbull continues to be the definitive marketing communications text for undergraduate and postgraduate students in marketing and related fields.
The eighth edition, which contains two new chapters, reflects the changing and disruptive world of marketing communications. Throughout the text the impact of digital media and its ability to influence audience, client, and agency experiences, is considered. Each chapter has been extensively revised, with new examples, the latest theoretical insights, and suggested reading materials. Each of the 22 chapters also has a new case study, drawn from brands and agencies from around the world.
Marketing Communications is recognised as the authoritative text for professional courses such as The Chartered Institute of Marketing, and is supported by the Institute of Practitioners in Advertising. | Class number: | 658.802 | | Contents note: | Part 1: Introduction to marketing communications
Chapter 1: Introducing marketing communications Chapter 2: Marketing communications: issues, influences and disruption Chapter 3: Communication: theory and practice Chapter 4: Classical theories and interpretations of buyer behaviour Chapter 5: Contemporary interpretations of buyer behaviour Chapter 6: How does marketing communications work?
Part 2: Managing marketing communications
Chapter 7: Marketing communications: strategies and planning Chapter 8: Marketing communications: objectives and positioning Chapter 9: The communications industry: structure, operations and finance Chapter 10: Evaluation and metrics Chapter 11: Branding and marketing communications Chapter 12: Integrated and marketing communications
Part 3: The marketing communications mix
Chapter 13: Advertising: role, form and strategy Chapter 14: Public relations: principles an practice Chapter 15: Sponsorship Chapter 16: Direct marketing and personal selling Chapter 17: Sales promotion, field marketing and brand experience Chapter 18: Brand placement, exhibitions, packaging and licensing Chapter 19: Messages and creativity Chapter 20: Media: principles and practice Chapter 21: Digital and other interactive media Chapter 22: Media planning in a digital age |
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