Simply marketing communications [printed text] / Chris Fill . - Harlow : Financial Times Prentice Hall, 2006 . - xxiii, 410 p. : col. ill. ; 27 cm.
ISBN : 978-0-273-70405-8

Class number:	658.802
Abstract:	Simply Marketing Communications offers a concise overview of the principles and practices of this dynamic and exciting subject. Based on Chris Fill’s comprehensive and widely used Marketing Communications: engagement, strategies and practice, this shorter book has much more emphasis on the basic concepts and avoids the use of some of the more complex theoretical frameworks. The practical and applied focus of this book makes it ideal for students studying Marketing Communications for their Chartered Institute of Marketing diploma and also undergraduates studying the subject as part of a marketing or management degree.
Contents note:	Part 1. Introduction Chapter 1. Marketing Communications: an introduction: Chapter 2. Communication: theory, interactivity and people Chapter 3. Audiences: behaviour, attitudes and decision making; Part 1 Summary: Review Questions and Exercises Cases and Questions; Part 2. Managing Marketing Communications Chapter 4. Strategy: approaches, integration and planning; Chapter 5. Targeting Audiences: segmentation, targeting, positioning and objectives; Chapter 6. Using Technology: scope, applications and web sites; Part 2 Summary: Review Questions and Exercises Cases and Questions; Part 3. Elements of the Marketing Communication Mix Chapter 7. Advertising: frameworks, messages and evaluation; Chapter 8. Media: traditional, digital and planning; Chapter 9. Sales Promotion: principles, techniques and evaluation; Chapter 10. Public Relations: approaches, sponsorship and evaluation; Chapter 11. Direct Marketing, Personal Selling and evaluation; Part 3 Summary: Review Questions and Exercises Cases and Questions; Part 4. Industry, Relationships and Operations Chapter 12. Relationships: value, employees, trust; Chapter 13. Stakeholders: channels, business-to-business and international communications; Chapter 14. The Industry: structure, budgets, remuneration and regulation; Chapter 15. Agency Operations: selection, personnel and practice; Part 4 Summary: Review Questions and Exercises Cases and Questions;