Marketing communications : touchpoints, sharing and disruption / Chris Fill and Sarah Turnbull.
Contributor(s): Turnbull, Sarah, Dr [author.]Material type: TextPublisher: Harlow : Pearson Education, 2019Edition: Eighth EditionDescription: xli, 775 pages : illustrations ; 28 cmContent type: text Media type: unmediated Carrier type: volumeSubject(s): Communication in marketing | Marketing channels | Sales promotion | Branding (Marketing) | Communication and mass media BAEPS, Business Administration March2020Genre/Form: -- Text book DDC classification: 658.802
|Item type||Current location||Collection||Call number||Status||Date due||Barcode||Item holds|
|Book - (Non borrowing)||Central Library First floor||Baccah||658.802 FIL (Browse shelf)||Not for loan||000049141|
|Book - (Non borrowing)||Central Library First floor||Baccah||658.802 FIL (Browse shelf)||Not for loan||000049142|
|Book - Textbooks||Central Library First floor||Baccah||658.802 FIL (Browse shelf)||Available||000049143|
|Book - Textbooks||Central Library First floor||Baccah||658.802 FIL (Browse shelf)||Available||000049144|
Revised edition of Marketing communications, 2016.
Includes bibliographical references and index.
Introduction to marketing communications -- Introducing marketing communications -- Marketing communications : issues, influences and disruption -- Communication: theory and practice -- Classical theories and interpretations of buyer behaviour theory -- Contemporary interpretations of buyer behaviour -- How does marketing communications work? -- Managing marketing communications -- Marketing communications : strategies and planning -- Marketing communications : objectives and positioning -- The communications industry : structure, operations and finance -- Evaluation and metrics -- Branding and marketing communications -- Integrated marketing communications -- The marketing communications mix -- Advertising : role, forms and strategy -- Public relations : principles and practice -- Sponsorship -- Direct marketing and personal selling -- Sales promotion, field marketing and brand experience -- Brand placement, exhibitions, packaging and licensing -- Messages and creativity -- Media: principles and practice -- Digital and other interactive media -- Media planning in a digital age -- Author index -- Subject index.