Essentials of Marketing Communications

Touchpoints, Sharing And Disruption

Häftad, Engelska, 2011

1 249 kr

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Essentials of Marketing Communications offers a concise and student-friendly introduction to the principles and theories of marketing communications.

Written in a lively and engaging style, the book provides you with a coherent and consistent text, blending marketing communications principles and theory with practice. Divided into three parts, the book considers the strategic issues associated with managing marketing communications activities before moving on to look at branding, budgeting and evaluation issues and concluding with chapters on stakeholders, international marketing communications, and the operations and personnel involved in the industry.

The book is the essential companion for undergraduate and postgraduate students studying Marketing Communications. It is also an invaluable resource for students studying for professional marketing qualifications, most notably those studying courses offered by the Chartered Institute of Marketing.

Produktinformation

Utgivningsdatum2011-05-19
Mått195 x 265 x 22 mm
Vikt960 g
FormatHäftad
SpråkEngelska
Antal sidor440
Upplaga1
FörlagPearson Education
ISBN9780273738442

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Försäljning och marknadsföring inom Ekonomi och Ledarskap

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.

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