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Home > Business and Economics > Business and Management > Sales and marketing > Essentials of Marketing Communications: Touchpoints, Sharing And Disruption
Essentials of Marketing Communications: Touchpoints, Sharing And Disruption

Essentials of Marketing Communications: Touchpoints, Sharing And Disruption


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About the Book

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.

Table of Contents:
Part One        Introduction to Marketing Communications Chapter 1        The Scope of Marketing Communications Chapter 2        Communication: interactivity & conversations Chapter 3        Audiences: attitudes, behaviour & decision making Part Two       Managing Marketing Communications Chapter 4        Strategies, objectives and positioning                                    Chapter 5        Integration and Planning  Chapter 6        Branding, Budgeting & Evaluation Chapter 7        Agencies: Practice, Regulation & International Communications Chapter 8        Shaping Relationships with Marketing Communications  Part Three    The Marketing Communications Mix Chapter 9        Advertising  Chapter 10      Public Relations and Sponsorship Chapter 11      Direct Marketing and Personal Selling Chapter 12      Sales Promotion, Exhibitions and Product Placement Chapter 13      Media: conventional and digital Chapter 14      Interactive Marketing Communications Chapter 15      Content: credibility, messages and creative approaches

About the Author :
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.


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Product Details
  • ISBN-13: 9780273738442
  • Publisher: Pearson Education Limited
  • Publisher Imprint: Financial Times Prentice Hall
  • Height: 265 mm
  • No of Pages: 440
  • Spine Width: 22 mm
  • Weight: 960 gr
  • ISBN-10: 0273738445
  • Publisher Date: 19 May 2011
  • Binding: Paperback
  • Language: English
  • Returnable: N
  • Sub Title: Touchpoints, Sharing And Disruption
  • Width: 195 mm


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