Marketing communications : brands, experiences and participation / Chris Fill.
Material type: TextPublication details: Harlow : Pearson, 2013.Edition: Sixth editionDescription: 856 pages : illustrations (black and white, and colour) ; 27 cmISBN:- 9780273770541 (pbk.) :
- 9780273770541
- 658.802 FIL
- HF5415.123 .F55 2013
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.802 FIL (Browse shelf(Opens below)) | 1 | Checked out | 13/10/2020 | 219026 |
Previous edition: Harlow: FT Prentice Hall, 2009.
Includes bibliographical references and index.
Introducing marketing communications -- Communication: forms and conversations -- Audiences: how they process information and behave -- How marketing communications might work -- Marketing communications: strategies and planning -- Marketing communications: objectives and positioning -- The communication industry: structure, operations and issues -- Financial resources for marketing communications -- Evaluation and metrics -- Integrated marketing communications -- Brand communications -- Corporate branding and communication -- Employee branding -- Advertising: role, forms and strategy -- Public relations -- Sponsorship -- Direct marketing and personal selling -- Sales promotion, field marketing and brand experiences -- Brand placement, exhibitions, packaging and licensing -- Traditional media -- Digital media -- Social, search and interactivity -- Multichannel campaigns: media and tools -- Media planning: delivering the message - Creativity -- Messages and appeals.
This sixth edition of an introductory marketing textbook covers topics such as marketing communications, strategies and planning, disciplines and applications and marketing communications for special audiences.