Marketing Communications:Interactivity, Communities and Content

Marketing Communications:Interactivity, Communities and Content

Yazar : Chris Fill
Yayınevi : Pearson Education
ISBN : 9780273717225
Baskı yılı : 2009
Sayfa sayısı : 1000
Ağırlık : 1.81 kg
Edisyon : 5
Stok durumu : Tükendi   
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.
Pt. 1 Introduction to marketing communication 2
1 Introduction to marketing communications 4
2 Communication theory 40
3 The marketing communications industry 71
4 Ethics in marketing communications 99
Pt. 2 Understanding how marketing communications works 128
5 Understanding how customers process information 130
6 Customer decision-making 166
7 Marketing: relationships and communications 196
8 How marketing communications might work 227
Pt. 3 Managing marketing communication 254
9 Integrated marketing communications 256
10 Marketing communications: strategies, tactics and planning 287
11 Marketing communications: objectives and positioning 323
12 Branding and the role of marketing communications 354
13 Managing corporate reputation: identity and branding 387
14 Financial resources for marketing communications 415
15 Evaluating marketing communications 442
Pt. 4 The tools of marketing communications 450
16 Advertising and strategy 482
17 Messages, content and creative approaches 506
18 Sales promotion: principles and techniques 537
19 Public relations 564
20 Sponsorship 599
21 Direct marketing 623
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