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Engagement and Practice
Chris Fill
ISBN: 9780273704058
Format: Paperback
Publisher:Pearson Education Limited
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Provides an insight to the core concepts of Marketing Communications. This book sets out the essential themes, theories and topics which students encounter as they explore Marketing Communications. It is designed for students studying both shorter, introductory modules and professional level programmes.
Simply Marketing Communications offers a concise overview of the principles and practices of this dynamic and exciting subject. Based on Chris Fill's comprehensive and widely used Marketing Communications: engagement, strategies and practice, this shorter book has much more emphasis on the basic concepts and avoids the use of some of the more complex theoretical frameworks. The practical and applied focus of this book makes it ideal for students studying Marketing Communications for their Chartered Institute of Marketing diploma and also undergraduates studying the subject as part of a marketing or management degree.
| ISBN | 0273704052 | | DEWEY edition | DC22 | | ISBN13 | 9780273704058
(What's this?) | | Pages | 440 | | Publisher | Pearson Education Limited | | Volumes | 001 | | Imprint | Financial Times Prentice Hall | | Weight (grammes) | 938 | | Format | Paperback | | Published in | Harlow | | Publication date | 13 Jul 2006 | | Height (mm) | 265 | | Library of Congress | HF | | Width (mm) | 195 | | DEWEY | 658.802 | | Academic level | Professional / Scholarly |
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| 1 | | Marketing communications : an introduction | | 3 | | 2 | | Communication : theory, interactivity and people | | 29 | | 3 | | Audiences : behaviour, attitudes and decision-making | | 56 | | 4 | | Strategy : approaches, integration and planning | | 89 | | 5 | | Targeting audiences : segmentation, targeting, positioning and objectives | | 116 | | 6 | | Using technology : scope, applications and websites | | 136 | | 7 | | Advertising : frameworks, messages and evaluation | | 171 | | 8 | | Media : traditional, digital and planning | | 195 | | 9 | | Sales promotion : principles, techniques and evaluation | | 220 | | 10 | | Public relations and sponsorship | | 240 | | 11 | | Direct marketing, personal selling and evaluation | | 266 | | 12 | | Relationships : value, loyalty and trust | | 301 | | 13 | | Stakeholders : channels, business-to-business and international communications | | 329 | | 14 | | The industry : structure, budgets and control | | 355 | | 15 | | Agency operations : selection, personnel and practice | | 378 |
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