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Fill C. Marketing Communications: Interactivity, Communities and Content

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Fill C. Marketing Communications: Interactivity, Communities and Content
5th Edition, Financial Times/ Prentice Hall, 2010. - 1000 pages.
ISBN: 0273717227.
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.
-The text links theory to practice without overwhelming the reader with references to theories and models
-It combines breadth of coverage with a student-friendly style, making it the most complete and accessible introduction to Marketing Communications on the market
-It is supported by a full range of online supplements, including PowerPoints, Instructor Manual, student learning objectives and MCQs
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.
Building on its established structure and reputation, the fifth edition of Marketing Communications is geared toward students studying marketing or business studies at undergraduate level and postgraduate students on marketing related programmes. The book is also an invaluable resource for students studying for professional marketing qualifications, most notably those studying courses offered by the Chartered Institute of Marketing.
Marketing Communications adopts a critical perspective of the subject and unlike other texts in the field, which adopt a ‘how-to’ approach, this text provides readers with an insight into the ‘why’ about marketing communications.
New To This Edition
Exciting and modern new design for the iPod generation!
New 6th part on 'The Media', featuring coverage of Digital Media, e.g interactive television and video conferencing, bringing the subject right up to date!
Video Cases at the beginning of each part, featuring companies such as Electrolux, Land Rover, HSBC, IKEA and Marketing Birmingham, on the companion website!
Regularly updated podcasts on the companion website!
Opportunities to share essays, thoughts, ideas and favourite marketing campaigns on the companion website!
Chris Fill is Principal Lecturer in Marketing and Strategic Management at the University of Portsmouth. He is the Senior Examiner for the Marketing Communications module offered by the Chartered Institute of Marketing on the Professional Diploma programme and he is also responsible for the module Managing Corporate Reputation on the newly revised Postgraduate Diploma programme.
Table of Contents.
Introduction to Marketing Communications.
An Introductory Case Study.
An Introduction to Marketing Communications.
Communication Theory.
The Marketing Communications Industry.
Ethics in Marketing Communications.
Understanding How Marketing Communications Works.
Understanding How Customers Process Information.
Customer Decision-making.
Marketing, Relationships and Communications.
How Marketing Communications Might Work.
Managing Marketing Communications.
Integrated Marketing Communications.
Marketing Communications: strategies and planning.
Marketing Communications: objectives and positioning.
Branding and the Role of Marketing Communications.
Managing Corporate Reputation: identity and branding.
Financial Resources for Marketing Communications.
Evaluating Marketing Communications.
The Tools of Marketing Communications.
Advertising and Strategy.
Messages, Content and Creative Approaches.
Sales Promotion: principles and techniques.
Public Relations.
Direct Marketing.
Personal Selling.
Exhibitions, Product Placement, Field Marketing and Packaging.
The Media and Marketing Communications.
Traditional Media.
Digital Media.
Interactive Marketing Communications.
Media Behaviour and Planning: delivering the message.
Marketing Communications for Special Audiences.
Marketing Communications Across Borders.
Business-to-Business Marketing Communications.
Internal Marketing Communications.
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