Marketing Communications: Contexts, Strategies, and Applications

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Financial Time Prentice Hall, 2002 - Business & Economics - 790 pages
Marketing Communications: Contexts, Strategies and Applications, 3rd Edition, uses theoretical frameworks and a wealth of examples to encourage students to adopt an analytical and reflective approach to this subject. With a primarily academic orientation, three sections cover contextual issues, strategy and the elements of the promotional mix. Relationship marketing concepts underpin the integrated approach to communications.New to this edition: All chapters have been updated plus *Seven brand new chaptersBusiness-to- business marketing communications; Branding and the role of marketing communications; Interactive communications strategy; Online marketing communications; Marketing communication strategy and planning; Evaluation of marketing communications; Exhibitions, packaging and field marketing. *New mini-cases and exercises to consolidate learning and conclude each chapter *New colour plates and black & white exhibits of many leading brands to link theory & practice.Marketing Communications: Contexts, Strategies and Applications, 3rd Edition, is recommended for students studying Marketing or Business Studies at undergraduate level, postgraduate students on Marketing related pro mini-case studies, including all the recent CIM examination cases for the IMC module *download files, including an updated version of the Media chapter from the previous edition *multiple choice questions to develop learning *hyperlinks to pertinent and interesting web-sitesFor tutors: Instructors Manual to download containing: *a range of teaching schemes *key points about each chapter *PowerPoint Slides *exercises *additional mini case studiesAll found at www.booksites.net/fillChris Fill is Principal Lecturer in Marketing and Strategic Management at the University of Portsmouth. He is also the Senior Examiner for the Integrated Marketing Communications module offered by the Chartered Institute of Marketing on their Postgraduate Diploma programm

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Contents

Introduction and setting the scene
14
An introduction to marketing communications 3
25
Communication theory
30
Copyright

36 other sections not shown

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About the author (2002)

Paul Baines is Senior Lecturer in Marketing at the School of Management, Cranfield University. Paul is the author and co-author of numerous journal articles and book chapters on the use of marketing techniques in non-conventional services environments, particularly for political parties and
candidates. With John Egan and Frank Jefkins, he co-wrote Contemporary PR Practice (Elsevier, 2004). His latest book, co-written with Robert M Worcester and Roger Mortimore is a text on public opinion and political marketing entitled 'Explaining Labour's Landslip' (Politicos, 2005). Pauls
marketing consultancy projects include work for a number of organisations including a high-profile football club, a large aerospace maintenance company, a national charity, an advertising agency and an examination board
Chris Fill is Principal Lecturer in Marketing Management at the University of Portsmouth. Much of his research to date has centred on aspects of integrated marketing communications, corporate identity and associated branding issues. He has written a number of books, including the most recently
published fourth edition of his internationally recognised textbook, 'Marketing Communications'. In addition to teaching both marketing communications and business-to-business marketing at undergraduate and postgraduate levels, he undertakes consultancy assignments for public and private sector
organisations. He is also Senior Examiner for the Chartered Institute of Marketing, responsible for the Marketing Communications module. He speaks regularly on marketing communications issues. Prior to his academic career, Chris enjoyed a successful marketing and commercial career with a varietyof
international organisations.
Kelly Page is Lecturer in Marketing and Strategy at Cardiff Business School. Her research interests include the role of human psychology in electronic technology adoption and usage, and the positioning and conduct of electronic marketing strategy and activities. Prior to joining the school Kelly
lectured at Glamorgan University and held the position as leader of the Welsh Unit for Research in Marketing. Before she relocated to the UK, Kelly worked in Australia as a MBA Unit Chair/Author for APESMA Management Education (now Chiefly Business School), lectured at the University of New South
Wales (UNSW) and worked as a consultant with The Leading Edge (TLE) Research Group.

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