Essentials of Marketing Communications offers a concise and student-friendly introduction to the principles and theories of marketing communications. Written in a lively and engaging style, the book provides you with a coherent and consistent text, blending marketing communications principles and theory with practice. Divided into three parts, the book considers the strategic issues associated with managing marketing communications activities before moving on to look at branding, budgeting and evaluation issues and concluding with chapters on stakeholders, international marketing communications, and the operations and personnel involved in the industry. The book is the essential companion for undergraduate and postgraduate students studying Marketing Communications. It is also an invaluable resource for students studying for professional marketing qualifications, most notably those studying courses offered by the Chartered Institute of Marketing.
| ISBN | 0273738445 | | DEWEY edition | DC22 | | ISBN13 | 9780273738442
(What's this?) | | Pages | 440 | | Publisher | Pearson Education Limited | | Weight (grammes) | 818 | | Imprint | Financial Times Prentice Hall | | Published in | Harlow | | Format | Paperback | | Height (mm) | 265 | | Publication date | 12 May 2011 | | Width (mm) | 195 | | DEWEY | 658.8 | | Academic level | Undergraduate, Postgraduate, Professional / Scholarly |
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Part One Introduction to Marketing Communications Chapter 1 The Scope of Marketing Communications Chapter 2 Communication: interactivity & conversations Chapter 3 Audiences: attitudes, behaviour & decision making Part Two Managing Marketing Communications Chapter 4 Strategies, objectives and positioning Chapter 5 Integration and Planning Chapter 6 Branding, Budgeting & Evaluation Chapter 7 Agencies: Practice, Regulation & International Communications Chapter 8 Shaping Relationships with Marketing Communications Part Three The Marketing Communications Mix Chapter 9 Advertising Chapter 10 Public Relations and Sponsorship Chapter 11 Direct Marketing and Personal Selling Chapter 12 Sales Promotion, Exhibitions and Product Placement Chapter 13 Media: conventional and digital Chapter 14 Interactive Marketing Communications Chapter 15 Content: credibility, messages and creative approaches
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