Marketing communications : touchpoints, sharing and disruption / Chris Fill and Sarah Turnbull.
Material type: TextPublisher: Harlow : Pearson Education, 2019Edition: Eighth EditionDescription: xli, 775 pages : illustrations ; 28 cmContent type:- text
- unmediated
- volume
- 658.802 FIL 22
Item type | Current library | Collection | Call number | Status | Date due | Barcode | Item holds |
---|---|---|---|---|---|---|---|
NB - Book (Non borrowing) | Central Library First floor | Baccah | 658.802 FIL (Browse shelf(Opens below)) | Not for loan | 000049141 | ||
NB - Book (Non borrowing) | Central Library First floor | Baccah | 658.802 FIL (Browse shelf(Opens below)) | Not for loan | 000049142 | ||
Book - Borrowing | Central Library First floor | Baccah | 658.802 FIL (Browse shelf(Opens below)) | Available | 000049143 | ||
Book - Borrowing | Central Library First floor | Baccah | 658.802 FIL (Browse shelf(Opens below)) | 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.
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