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Marketing Communications: discovery, creation and conversations
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MARKETING COMMUNICATIONS: DISCOVERY, CREATION AND CONVERSATIONS

PAPERBACK by Fill, Chris; Turnbull, Sarah

£44.99

ISBN
9781292092614
IMPRINT
PEARSON EDUCATION LIMITED
 
 
EDITION
7TH EDITION
PUBLISHER
PEARSON EDUCATION LIMITED
STOCK FOR DELIVERY
IN STOCK
FORMAT
PAPERBACK
PAGES
760 pages
PUBLICATION DATE
23 MAY 2016

DESCRIPTION

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.

CONTENTS

1. Introducing Marketing Communications 2. Communications 3. Information Processing 4. How Marketing Communications Works 5. Strategy 6. Objectives 7. Industry 8. Evaluation and Metrics 9. Brand Communications 10. Integrated Marketing Communications 11. Advertising 12. Public Relations 13. Sponsorship 14. Direct Marketing and Personal Selling 15. Sales Promotion, Field Marketing and Brand Experience 16. Brand Placement, Exhibitions, Packaging and Licensing 17. Messages and Creativity 18. Media 19. Social, Search and Other Interactive Media 20. Media Planning