Marketing Communications
Touchpoints, Sharing And Disruption
8th Edition
Published on 7. June 2019
816 pages
978-1-292-23501-1 (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 8th 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.
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07/2019
8th Edition
Pearson Education Limited
€89.43
Shipment within 10-20 days
Content
- 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 theory
- 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
