Marketing Communications: Contexts, Strategies, and Applications
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
What people are saying - Write a review
We haven't found any reviews in the usual places.
Introduction and setting the scene
An introduction to marketing communications 3
36 other sections not shown
achieved activities advertising agencies approach associated ation attitudes awareness behaviour brand business-to-business buyers buying campaign cation channel Chapter clients cognitive communication strategy competitive competitors components consumers context corporate costs credibility customers decision direct marketing effective elements environment ethical evaluation example exchange factors focus grey market groups HSBC identified impact important increased individual influence integrated integrated marketing communications interactive internal Internet involvement issues Journal of Marketing launch manufacturers marketing communications marketing mix mass media messages munications objectives offering on-line organisation's organisations packaging particular perceived perception personal selling position potential programme promotional mix public relations purchase receiver relationship relationship marketing response retail role sales force sales promotion salesperson segmentation Specsavers sponsorship stakeholders sumers target audience Taylor Nelson Sofres television tions types understanding University of Portsmouth