(eBook PDF) Marketing Communications (Expo) 7th Edition – Digital Ebook – Instant Delivery Download
Product details:
- ISBN-10 : 1292092610
- ISBN-13 : 978-1292092614
- Author: Chris Fill , Sarah Turnbull
This seventh edition of Marketing Communications provides both a rich source of theory and an invaluable insight into how brands create communications and engage audiences in brand conversations. With contributions from brand owners and their advertising agencies from around the world, the book provides a unique blend of the theory and practice of brand communications.
Sarah Turnbull joins Chris Fill as co-author on the seventh edition and together their passion for marketing communications comes alive in this book as they share their expertise and experience. Its strong theoretical underpinning and selection of contemporary case studies makes this the definitive text for undergraduate and postgraduate students in marketing, marketing with psychology, advertising, business studies and other marketing-related programmes. It is recognised as the authoritative text for professional courses such as The Chartered Institute of Marketing and is supported by the Institute of Practitioners in Advertising.
Table contents:
1 Introducing marketing communications
2 Marketing communications: issues, influences and disruption
3 Communication: theory and practice
4 Classical theories and interpretations of buyer behaviour
5 Contemporary interpretations of buyer behaviour
6 How does marketing communications work?
7 Marketing communications: strategies and planning
8 Marketing communications: objectives and positioning
9 The communications industry: structure, operations and finance
10 Evaluation and metrics
11 Branding and marketing communicationsIntegrated
13 Advertising: role, forms and strategy
14 Public relations: principles and practice
15 Sponsorship
17 Sales promotion, field marketing and brand experience
18 Brand placement, exhibitions, packaging and licensing
19 Messages and creativity
20 Media: principles and practice
21 Digital and other interactive media
22 Media planning in a digital age
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