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Marketing communications : brands, experiences and participation / Chris Fill.

By: Material type: TextTextPublication details: Harlow : Pearson, 2013.Edition: Sixth editionDescription: 856 pages : illustrations (black and white, and colour) ; 27 cmISBN:
  • 9780273770541 (pbk.) :
  • 9780273770541
Subject(s): DDC classification:
  • 658.802 FIL
LOC classification:
  • HF5415.123 .F55 2013
Contents:
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.
Summary: 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.
Holdings
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.

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