Description

Essentials of Marketing Communications offers a concise and student-friendly introduction to the principles and theories of marketing communications.

Written in a lively and engaging style, the book provides you with a coherent and consistent text, blending marketing communications principles and theory with practice. Divided into three parts, the book considers the strategic issues associated with managing marketing communications activities before moving on to look at branding, budgeting and evaluation issues and concluding with chapters on  stakeholders, international marketing communications, and the operations and personnel involved in the industry.

The book is the essential companion for undergraduate and postgraduate students studying Marketing Communications. It is also an invaluable resource for students studying for professional marketing qualifications, most notably those studying courses offered by the Chartered Institute of Marketing.

Features

 

• Cases studies illustrate marketing communications in practice
• ‘Viewpoint’ boxes stimulate discussion and include questions and tasks to encourage you to apply your knowledge
• Up-to-date coverage of digital and interactive media and the impact it is having on marketing communications.

 

Table of Contents

• Part One        Introduction to Marketing Communications
• Chapter 1        The Scope of Marketing Communications
• Chapter 2        Communication: interactivity & conversations
• Chapter 3        Audiences: attitudes, behaviour & decision making
• Part Two       Managing Marketing Communications
• Chapter 4        Strategies, objectives and positioning                                   
• Chapter 5        Integration and Planning 
• Chapter 6        Branding, Budgeting & Evaluation
• Chapter 7        Agencies: Practice, Regulation & International Communications
• Chapter 8        Shaping Relationships with Marketing Communications 
• Part Three    The Marketing Communications Mix
• Chapter 9        Advertising 
• Chapter 10      Public Relations and Sponsorship
• Chapter 11      Direct Marketing and Personal Selling
• Chapter 12      Sales Promotion, Exhibitions and Product Placement
• Chapter 13      Media: conventional and digital
• Chapter 14      Interactive Marketing Communications
• Chapter 15      Content: credibility, messages and creative approaches

Back Cover

Essentials of Marketing Communications offers a concise and student-friendly introduction to the principles, theories and practice of marketing communications.

 

Written in a lively and engaging style, the book provides you with a coherent and consistent text, blending marketing communications principles and theory with practice. The first part of the book explores the core concepts associated with communication and audience behaviour. The second considers issues linked with managing marketing communications campaigns and activities, before the third and final part, which considers the tools, media and messages that make up the marketing communications mix.  

 

Key features of the book

• Case studies illustrate marketing communications in practice
•  ‘Viewpoint’ boxes stimulate discussion and include questions and tasks to encourage you to apply your knowledge
• Up-to-date coverage of digital and interactive media and the impact it is having on marketing communications.
• Online resources include an Instructor’s Manual and PowerPoint slides for instructors, along with podcasts, multiple-choice questions, an online glossary and revision flashcards for students at www.pearsoned.co.uk/fill

The book is the essential companion for undergraduate and postgraduate students studying marketing communications. It is also an invaluable resource for students studying for professional marketing qualifications, most notably those studying courses offered by The Chartered Institute of Marketing.

About the author

Chris Fill is the founder and Managing Director of Fillassociates (www.fillassociates.co.uk). The company develops learning materials related to marketing and corporate communications, and provides training, evaluation and consultancy for organisations wishing to manage their marketing communications and corporate reputation. Formerly a Principal Lecturer at the University of Portsmouth, Chris is a Visiting Professor at several European Business Schools and a Fellow of The Chartered Institute of Marketing where he is the Senior Examiner responsible for the Professional Postgraduate Diploma module, Managing Corporate Reputation.

Author

Chris Fill is the founder and Managing Director of Fillassociates (www.fillassociates.co.uk). The company develops learning materials related to marketing and corporate communications, provides training, evaluation and consultancy for organisations wishing to manage their marketing communications and corporate reputation. Formerly a Principal Lecturer at the University of Portsmouth, Chris is a Visiting Professor at several European Business Schools and a Fellow of The Chartered Institute of Marketing where he is the Senior Examiner responsible for the Professional Postgraduate Diploma module, Managing Corporate Reputation.