Essentials of marketing communications:
Gespeichert in:
| Beteilige Person: | |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
Harlow ; Munich [u.a.]
Prentice Hall
2011
|
| Ausgabe: | 1. publ. |
| Schlagwörter: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=022636873&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=022636873&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA |
| Umfang: | XXVII, 412 S. Ill., graph. Darst. |
| ISBN: | 9780273738442 |
Internformat
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| 245 | 1 | 0 | |a Essentials of marketing communications |c Chris Fill |
| 250 | |a 1. publ. | ||
| 264 | 1 | |a Harlow ; Munich [u.a.] |b Prentice Hall |c 2011 | |
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Datensatz im Suchindex
| _version_ | 1819300143977988096 |
|---|---|
| adam_text | Brief
contents
Guided
tour
Guided tour of the companion website
Preface
Acknowledgements
xiv
xvi
XIX
xxv
Introduction to marketing communications
Chapter
1
The scope of marketing communications
Chapter
2
Communication: interactivity and conversations
Chapter
3
Audiences: attitudes, behaviour and decision-making
Minicases
1.1
Because it works!
1.2
Unlocking the secrets of the male shopper
1.3
Helping Hands
4
32
57
82
83
85
Managing marketing communications
Chapter
4
Strategies, objectives and positioning
Chapter
5
Integration and planning
Chapter
6
Branding, budgeting and evaluation
Chapter
7
Agencies: practice, regulation and international communications
Chapter
8
Shaping relationships with marketing communications
Minicases
2.1
Get on your bike!
2.2
The Thoroughly Delicious Ice Cream Company
2.3
Seaport Communications
88
90
115
140
164
187
216
217
219
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
Minicases
3.1
Tapping into a new Zeitgeist
3.2
EasyPack, EasyComms
3.3
ZipZap Channels
3.4
Jol
Yoghurt
220
222
249
m
301
325
350
375
401
403
404
405
Index
407
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.
ISBN
978-0-273-73844-2
Financial Times
Prentice Hall
is an imprint of
PEARSON
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| id | DE-604.BV037485396 |
| illustrated | Illustrated |
| indexdate | 2024-12-20T15:17:54Z |
| institution | BVB |
| isbn | 9780273738442 |
| language | English |
| lccn | 2011001700 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-022636873 |
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| physical | XXVII, 412 S. Ill., graph. Darst. |
| publishDate | 2011 |
| publishDateSearch | 2011 |
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| publisher | Prentice Hall |
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| spellingShingle | Fill, Chris 1953- Essentials of marketing communications Communication in marketing |
| title | Essentials of marketing communications |
| title_auth | Essentials of marketing communications |
| title_exact_search | Essentials of marketing communications |
| title_full | Essentials of marketing communications Chris Fill |
| title_fullStr | Essentials of marketing communications Chris Fill |
| title_full_unstemmed | Essentials of marketing communications Chris Fill |
| title_short | Essentials of marketing communications |
| title_sort | essentials of marketing communications |
| topic | Communication in marketing |
| topic_facet | Communication in marketing |
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