Marketing Communications, 10th edition

Published by Pearson (22 June 2026) © 2027

  • Chris Fill Director of Fillassociates.
  • Sarah Turnbull University of Portsmouth
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Title overview

Marketing Communications explores how and why organisations use marketing communications to build brands and sell products. Drawing on multiple theories and frameworks, the authors consider strategies for audience engagement alongside the perspectives of brands, agencies and practitioners worldwide. Case studies—many award-winning—tell the stories of marketing campaigns for well-known brands, both in the UK and internationally.

The 10th Edition was thoroughly revised to reflect the changes and disruptors shaping modern marketing. It examines how technology is reshaping promotional channels, organisational structure, and buyer behaviour and expectations.

Table of contents

  1. The scope of marketing communications
  2. How marketing communications works: theory and models
  3. Integrated marketing communications
  4. Understanding audiences
  5. The marketing communications planning framework (MCPF)
  6. Marketing communications: objectives and positioning
  7. Budgeting and evaluation
  8. The marketing communications mix
  9. Public relations and sponsorship
  10. Direct marketing and sales promotion
  11. Personal selling, word-of-mouth and influencer marketing
  12. Brand: placement, experience and packaging
  13. Content: messages, credibility and creative approaches
  14. Media: principles, practice and formats
  15. Media planning: concepts and practices

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