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Marketing communications : touchpoints, sharing and disruption / Chris Fill and Sarah Turnbull.

By: Fill, Chris [author.]
Contributor(s): Turnbull, Sarah, Dr [author.]
Material type: TextTextPublisher: 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
Contents:
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.
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book - (Non borrowing) Book - (Non borrowing) Central Library
First floor
Baccah 658.802 FIL (Browse shelf) Not for loan 000049141
Book - (Non borrowing) Book - (Non borrowing) Central Library
First floor
Baccah 658.802 FIL (Browse shelf) Not for loan 000049142
Book - Textbooks Book - Textbooks Central Library
First floor
Baccah 658.802 FIL (Browse shelf) Available 000049143
Book - Textbooks Book - Textbooks Central Library
First floor
Baccah 658.802 FIL (Browse shelf) Available 000049144
Total holds: 0

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.

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