Simply Marketing Communications offers a concise overview of the engagements, strategies and practice of marketing communications. Unlike most competing texts that describe the 'How' behind Marketing Communications, this book provides the 'Why' behind Marketing Communications.
Based on Chris Fill's comprehensive Marketing Communications: engagement, strategies and practice, this book is geared towards both undergraduate and postgraduate students who want to extend their knowledge of marketing communications, as well as meeting the needs of those students studying for a professional qualification with the Chartered Institute of Marketing.
Product Description
Simply Marketing Communications offers a concise overview of the principles and practices of this dynamic and exciting subject. Based on Chris Fills 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.
Features + Benefits
Real-World mini-cases enable readers to apply theory to practice.
Vignettes provide colourful examples of marketing communications in practice.
Four colour design with pictures throughout to bring life to the written word.
Key text boxes help readers locate relevant material quickly and highlight key issues.
Backcover
Simply Marketing Communications brings fresh insight and clarity to the core concepts of Marketing Communications. Based upon Chris Fills comprehensive Marketing Communications: engagement, strategies and practice, Fourth Edition, this book sets out the essential themes, theories and topics which students can expect to encounter as they explore Marketing Communications. Designed for students studying both shorter, introductory modules and professional level programmes, this book is a must-have learning resource.
Tailored specifically to meet the requirements of the Chartered Institute of Marketing (CIM) syllabus, the book blends intellectual rigour with an awareness of the needs of students and lecturers. Whether studying for an MBA, a Professional Diploma, or other vocational qualifications in Marketing, students will find the authors back-to-basics approach indispensable.
Structured for success!
4-part structure to help students and lecturers.
Part 1 Introduction to Marketing Communications
Part 2 Managing Marketing Communications
Part 3 Elements of the Marketing Communication Mix
Part 4 Industry, Relationships and Operations
Special Features include:
Real-World mini-cases enabling readers to apply theory to practice.
ViewPoints providing colourful examples of marketing communications in practice.
Four colour design with pictures throughout to bring topics to life.
Chapter summaries with review questions to help readers consolidate their learning.
Chris Fill is Principal Lecturer in Marketing and Strategic Management at the University of Portsmouth. He is also the Senior Examiner for the Marketing Communications module offered by the Chartered Institute of Marketing on the Professional Diploma Programme. His books, Business-to-Business Marketing, co-authored with Karen Fill, and Marketing Communications: engagement, strategies and practice, are also published by Pearson Education.
Brief Contents
Part 1 Introduction
Chapter 1 Marketing Communications: an introduction
Chapter 2 Communication: theory, interactivity and people
Chapter 3 Audiences: behaviour, attitudes and decision making
Part 1 Summary:
Review
Questions and Exercises
Cases and Questions
Part 2 Managing Marketing Communications
Chapter 4 Strategy: approaches, integration and planning
Chapter 5 Targeting Audiences: segmentation, targeting, positioning and objectives
Chapter 6 Using Technology: scope, applications and web sites
Part 2 Summary:
Review
Questions and Exercises
Cases and Questions
Part 3 Elements of the Marketing Communication Mix
Chapter 7 Advertising: frameworks, messages and evaluation
Chapter 8 Media: traditional, digital and planning
Chapter 9 Sales Promotion: principles, techniques and evaluation
Chapter 10 Public Relations: approaches, sponsorship and evaluation
Chapter 11 Direct Marketing, Personal Selling and evaluation
Part 3 Summary:
Review
Questions and Exercises
Cases and Questions
Part 4 Industry, Relationships and Operations
Chapter 12 Relationships: value, employees, trust
Chapter 13 Stakeholders: channels, business-to-business and international communications
Chapter 14 The Industry: structure, budgets, remuneration and regulation
Chapter 15 Agency Operations: selection, personnel and practice
Part 4 Summary:
Review
Questions and Exercises
Cases and Questions
Based on Chris Fill's comprehensive Marketing Communications: engagement, strategies and practice, this book is geared towards both undergraduate and postgraduate students who want to extend their knowledge of marketing communications, as well as meeting the needs of those students studying for a professional qualification with the Chartered Institute of Marketing.
Product Description
Simply Marketing Communications offers a concise overview of the principles and practices of this dynamic and exciting subject. Based on Chris Fills 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.
Features + Benefits
Real-World mini-cases enable readers to apply theory to practice.
Vignettes provide colourful examples of marketing communications in practice.
Four colour design with pictures throughout to bring life to the written word.
Key text boxes help readers locate relevant material quickly and highlight key issues.
Backcover
Simply Marketing Communications brings fresh insight and clarity to the core concepts of Marketing Communications. Based upon Chris Fills comprehensive Marketing Communications: engagement, strategies and practice, Fourth Edition, this book sets out the essential themes, theories and topics which students can expect to encounter as they explore Marketing Communications. Designed for students studying both shorter, introductory modules and professional level programmes, this book is a must-have learning resource.
Tailored specifically to meet the requirements of the Chartered Institute of Marketing (CIM) syllabus, the book blends intellectual rigour with an awareness of the needs of students and lecturers. Whether studying for an MBA, a Professional Diploma, or other vocational qualifications in Marketing, students will find the authors back-to-basics approach indispensable.
Structured for success!
4-part structure to help students and lecturers.
Part 1 Introduction to Marketing Communications
Part 2 Managing Marketing Communications
Part 3 Elements of the Marketing Communication Mix
Part 4 Industry, Relationships and Operations
Special Features include:
Real-World mini-cases enabling readers to apply theory to practice.
ViewPoints providing colourful examples of marketing communications in practice.
Four colour design with pictures throughout to bring topics to life.
Chapter summaries with review questions to help readers consolidate their learning.
Chris Fill is Principal Lecturer in Marketing and Strategic Management at the University of Portsmouth. He is also the Senior Examiner for the Marketing Communications module offered by the Chartered Institute of Marketing on the Professional Diploma Programme. His books, Business-to-Business Marketing, co-authored with Karen Fill, and Marketing Communications: engagement, strategies and practice, are also published by Pearson Education.
Brief Contents
Part 1 Introduction
Chapter 1 Marketing Communications: an introduction
Chapter 2 Communication: theory, interactivity and people
Chapter 3 Audiences: behaviour, attitudes and decision making
Part 1 Summary:
Review
Questions and Exercises
Cases and Questions
Part 2 Managing Marketing Communications
Chapter 4 Strategy: approaches, integration and planning
Chapter 5 Targeting Audiences: segmentation, targeting, positioning and objectives
Chapter 6 Using Technology: scope, applications and web sites
Part 2 Summary:
Review
Questions and Exercises
Cases and Questions
Part 3 Elements of the Marketing Communication Mix
Chapter 7 Advertising: frameworks, messages and evaluation
Chapter 8 Media: traditional, digital and planning
Chapter 9 Sales Promotion: principles, techniques and evaluation
Chapter 10 Public Relations: approaches, sponsorship and evaluation
Chapter 11 Direct Marketing, Personal Selling and evaluation
Part 3 Summary:
Review
Questions and Exercises
Cases and Questions
Part 4 Industry, Relationships and Operations
Chapter 12 Relationships: value, employees, trust
Chapter 13 Stakeholders: channels, business-to-business and international communications
Chapter 14 The Industry: structure, budgets, remuneration and regulation
Chapter 15 Agency Operations: selection, personnel and practice
Part 4 Summary:
Review
Questions and Exercises
Cases and Questions