Marketing Communications
Touchpoints, sharing and disruption
8th Edition
Published on 4. July 2019
Book
Paperback/Softback
816 pages
978-1-292-23497-7 (ISBN)
Description
The new edition of Marketing Communications delivers a rich blend of theory with examples of contemporary marketing practice. Providing a critical insight into how brands engage audiences, Fill and Turnbull continues to be the definitive marketing communications text for undergraduate and postgraduate students in marketing and related fields.
The eighth edition, which contains two new chapters, reflects the changing and disruptive world of marketing communications. Throughout the text the impact of digital media and its ability to influence audience, client, and agency experiences, is considered. Each chapter has been extensively revised, with new examples, the latest theoretical insights, and suggested reading materials. Each of the 22 chapters also has a new case study, drawn from brands and agencies from around the world.
Marketing Communications is recognised as the authoritative text for professional courses such as The Chartered Institute of Marketing, and is supported by the Institute of Practitioners in Advertising.
The eighth edition, which contains two new chapters, reflects the changing and disruptive world of marketing communications. Throughout the text the impact of digital media and its ability to influence audience, client, and agency experiences, is considered. Each chapter has been extensively revised, with new examples, the latest theoretical insights, and suggested reading materials. Each of the 22 chapters also has a new case study, drawn from brands and agencies from around the world.
Marketing Communications is recognised as the authoritative text for professional courses such as The Chartered Institute of Marketing, and is supported by the Institute of Practitioners in Advertising.
More details
Edition
8th edition
Language
English
Place of publication
Harlow
United Kingdom
Target group
College/higher education
Dimensions
Height: 264 mm
Width: 193 mm
Thickness: 30 mm
Weight
1500 gr
ISBN-13
978-1-292-23497-7 (9781292234977)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Chris Fill | Sarah Turnbull
Marketing Communications
Book
01/2023
9th Edition
Pearson Education Limited
€103.07
Shipment within 10-20 days
Additional editions
Chris Fill | Sarah Turnbull
Marketing Communications
E-Book
07/2019
1st Edition
Pearson Education Limited
€72.49
Available for download
E-Book
06/2019
8th Edition
Pearson Higher Education;Pearson
from
€54.39
Available for download
Previous edition
Book
05/2016
7th Edition
Pearson Education Limited
€81.99
Article exhausted; check for reprint
Content
Preface xxi
Acknowledgements
Publisher's acknowledgements
Part 1 Introduction to marketing communications
1 Introducing marketing communications
2 Marketing communications: issues, influences and disruption
3 Communication: theory and practice
4 Classical theories and interpretations of buyer behaviour
5 Contemporary interpretations of buyer behaviour
6 How does marketing communications work?
Part 2 Managing marketing communications
7 Marketing communications: strategies and planning
8 Marketing communications: objectives and positioning
9 The communications industry: structure, operations and finance
10 Evaluation and metrics
11 Branding and marketing communications
12 Integrated marketing communications
Part 3 The marketing communications mix
13 Advertising: role, forms and strategy
14 Public relations: principles and practice
15 Sponsorship
16 Direct marketing and personal selling
17 Sales promotion, field marketing and brand experience
18 Brand placement, exhibitions, packaging and licensing
19 Messages and creativity
20 Media: principles and practice
21 Digital and other interactive media
22 Media planning in a digital age
Author index
Subject index
Acknowledgements
Publisher's acknowledgements
Part 1 Introduction to marketing communications
1 Introducing marketing communications
2 Marketing communications: issues, influences and disruption
3 Communication: theory and practice
4 Classical theories and interpretations of buyer behaviour
5 Contemporary interpretations of buyer behaviour
6 How does marketing communications work?
Part 2 Managing marketing communications
7 Marketing communications: strategies and planning
8 Marketing communications: objectives and positioning
9 The communications industry: structure, operations and finance
10 Evaluation and metrics
11 Branding and marketing communications
12 Integrated marketing communications
Part 3 The marketing communications mix
13 Advertising: role, forms and strategy
14 Public relations: principles and practice
15 Sponsorship
16 Direct marketing and personal selling
17 Sales promotion, field marketing and brand experience
18 Brand placement, exhibitions, packaging and licensing
19 Messages and creativity
20 Media: principles and practice
21 Digital and other interactive media
22 Media planning in a digital age
Author index
Subject index