Marketing Communications Interactivity Communities and Content 5th Edition by Chris Fill ISBN 0273717225 978-0273717225

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Product details: 

ISBN 10:  0273717225

ISBN 13:  978-0273717225

Author:  Chris Fill

Marketing Communications, 5th edition is the most complete and accessible introduction to marketing communications on the market. It combines breadth of coverage with a student-friendly style; and is an essential resource for Marketing and business degree students studying Marketing modules at undergraduate and postgraduate level.

This new edition has an exciting and modern new design and is structured into 6-parts: the first 2 sections focus on what Marketing Communications is and how it works; Parts 3 and 4 look at the practical management and tools of Marketing Communications; and, new to this edition, Part 5 covers its emerging relationships with the media. Finally part 6 covers its connection to special audiences.

Offered with this new 5th edition at www.pearsoned.co.uk/fill are podcasts by the author, video cases that accompany each part, and direction to key adademic papers in marketing communications. Students and tutors can also share their marketing communications essays, thoughts, ideas, and favourite campaigns and papers.

Table of contents: 

Part 1 Introduction to marketing communications

1 Introduction to marketing communications

2 Communication theory

3 The marketing communications industry

4 Ethics in marketing communications

Part 2 Understanding how marketing communications works

5 Understanding how customers processinformation

6 Customer decision-making

7 Marketing: relationships and communications

8 How marketing communications might work

Part 3 Managing marketing communications

9 Integrated marketing communications

10 Marketing communications: strategies, tactics and planning

11 Marketing communications: objectives and positioning

12 Branding and the role of marketing communications

13 Managing corporate reputation: identity and branding

14 Financial resources for marketing communications

15 Evaluating marketing communications

Part 4 The tools of marketing communications

16 Advertising and strategy

17 Messages, content and creative approaches

18 Sales promotion: principles and techniques

19 Public relations

20 Sponsorship

21 Direct marketing

22 Personal selling

23 Exhibitions, product placement, field marketing and packaging

Part 5 The media

24 Traditional media

25 Digital media

26 Interactive marketing communications

27 Media planning and behaviour: delivering the message

Part 6 Marketing communications for special audiences

28 Marketing communications across borders

29 Business-to-business marketing communications

30 Internal marketing communications

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Tags: Chris Fill, Marketing Communications, Interactivity Communities