Support your students' understanding of the methods and issues surrounding Marketing Communications. Marketing Communications delivers a blend of academic and practitioner materials, covering how brands engage audiences. This streamlined edition will provide your students with the additional tools they need to develop their careers in the field.
Support your students' understanding of the methods and issues surrounding Marketing Communications. Marketing Communications delivers a blend of academic and practitioner materials, covering how brands engage audiences. This streamlined edition will provide your students with the additional tools they need to develop their careers in the field.
Chris Fill BA, MSc. is a Director of Fillassociates and was a Principal Lecturer at the University of Portsmouth. He was also a Fellow and for 15 years, Senior Examiner for Marketing Communications at the Chartered Institute of Marketing. He has worked with the Institute of Practitioners in Advertising on special projects and for clients in the UK and overseas. Having authored over 36 textbooks, and published papers in many leading academic journals, he is recognised internationally for his contribution to marketing communications. Sarah Turnbull Ph.D., MBA, MSc, FCIM, FHEA, is Professor of Marketing at the University of Portsmouth. Sarah is a Freeman of the Worshipful Company of Marketors and a Fellow of The Chartered Institute of Marketing. Prior to joining academia she worked in a number of global advertising agencies. Her research on advertising practice and creativity has been published in leading academic and professional journals. She is an Associate Editor of The Journal of Marketing Management and serves on the Editorial Review Board of the International Journal of Advertising and The Journal of Advertising Education. Sarah is regularly invited to speak about advertising at practitioner and academic events internationally.
Inhaltsangabe
PrefaceAcknowledgements Part 1 An introduction to marketing communications 1. The scope of marketing communications 2. Communication: theory, interactivity and influencers 3. Understanding buyer behaviour and improving engagement 4. How does marketing communications work? Part 2 Managing marketing communications 1. Marketing communications: strategies and planning 2. Marketing communications: objectives and positioning 3. Branding and marketing communications 4. Integrated marketing communications 5. Budgeting and evaluation Part 3 The marketing communications mix 6. Advertising: role, forms and strategy 7. Public relations and sponsorship 8. Direct marketing and sales promotion 9. Brand: placement, experience and packaging 10. Content: messages, credibility and creative approaches 11. Media: principles, practice and formats 12. Media planning: concepts and practices Author indexSubject indexCredits
PrefaceAcknowledgements Part 1 An introduction to marketing communications 1. The scope of marketing communications 2. Communication: theory, interactivity and influencers 3. Understanding buyer behaviour and improving engagement 4. How does marketing communications work? Part 2 Managing marketing communications 1. Marketing communications: strategies and planning 2. Marketing communications: objectives and positioning 3. Branding and marketing communications 4. Integrated marketing communications 5. Budgeting and evaluation Part 3 The marketing communications mix 6. Advertising: role, forms and strategy 7. Public relations and sponsorship 8. Direct marketing and sales promotion 9. Brand: placement, experience and packaging 10. Content: messages, credibility and creative approaches 11. Media: principles, practice and formats 12. Media planning: concepts and practices Author indexSubject indexCredits
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