Marketing communications : touchpoints, sharing and disruption /
Fill, Chris,
Marketing communications : touchpoints, sharing and disruption / Chris Fill and Sarah Turnbull. - Eighth Edition. - xli, 775 pages : illustrations ; 28 cm.
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.
Communication in marketing.
Marketing channels.
Sales promotion.
Branding (Marketing)
--Text book
658.802 / FIL
Marketing communications : touchpoints, sharing and disruption / Chris Fill and Sarah Turnbull. - Eighth Edition. - xli, 775 pages : illustrations ; 28 cm.
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.
Communication in marketing.
Marketing channels.
Sales promotion.
Branding (Marketing)
--Text book
658.802 / FIL