Marketing Communications, 9th edition

Published by Pearson (January 12, 2023) © 2023

  • Chris Fill Director of Fillassociates.
  • Sarah Turnbull University of Portsmouth
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£44.99
Instant access

Access details

  • Instant access once purchased
  • Fulfilled by VitalSource
  • For titles accompanied by MyLab/Mastering, this eBook does NOT include access to the platform

Features

  • Add notes and highlights
  • Search by keyword or page

Table of contents

Preface

Acknowledgements

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

  1. Advertising: role, forms and strategy
  2. Public relations and sponsorship
  3. Direct marketing and sales promotion
  4. Brand: placement, experience and packaging
  5. Content: messages, credibility and creative approaches
  6. Media: principles, practice and formats
  7. Media planning: concepts and practices

Author index

Subject index

Credits

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