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Marketing Communications : Fame, Influencers and Agility, Ninth Edition Chris Fill – eBook PDF

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Marketing Communications : Fame, Influencers and Agility, Ninth Edition – Ebook PDF

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Marketing Communications : Fame, Influencers and Agility, Ninth Edition – Ebook PDF Instant Delivery – ISBN(s): 9781292400327,1292400323

Product details:

  • ISBN-10 ‏ : ‎ 1292400323
  • ISBN-13 ‏ : ‎ 978-1292400327
  • Author: Chris Fill , Sarah Turnbull 

Marketing Communications, 9th edition by Fill and Turnbull is the leading text that introduces you to the key topics of the subject. Ideal for undergraduate and postgraduate students in Marketing and related fields, this textbook guides you through the processes and actions of engaging audiences with brands, products, and services, from theory to practice.

From introducing the subject and setting learning expectations to analysing and interpreting consumer behaviour, this latest edition follows a clear, streamlined structure that focuses on the strategic and tactical aspects of how brands engage audiences. With an approachable style and language that is easy to understand, the text delivers a rich blend of academic and practitioner materials that will help you understand the complexities of marketing communications.

Table of contents:

Part 1 An introduction to marketing communications

  1. The scope of marketing communications
  2. Communication: theory, interactivity and influencers
  3. Understanding buyer behaviour and improving engagement
  4. How does marketing communications work?

Part 2 Managing marketing communications

  1. Marketing communications: strategies and planning
  2. Marketing communications: objectives and positioning
  3. Branding and marketing communications
  4. Integrated marketing communications
  5. Budgeting and evaluation

Part 3 The marketing communications mix

  1. Advertising: role, forms and strategy
  2. Public relations and sponsorship
  3. Direct marketing and sales promotion
  4. Brand: placement, experience and packaging
  5. Content: messages, credibility and creative approaches
  6. Media: principles, practice and formats
  7. Media planning: concepts and practices

Author index

Subject index

Credits

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