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Marketing Communications: Touchpoints, sharing and disruption, 8th edition

  • Chris Fill
  • Sarah Turnbull
Marketing Communications

ISBN-13:  9781292234977

Paperback

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What's included

  • Paperback

    You'll get a bound printed text.

Overview

 The new edition of Marketing Communications delivers a rich blend of theory with examples of contemporary marketing practice.  Providing a critical insight into how brands engage audiences, Fill and Turnbull continues to be the definitive marketing communications text for undergraduate and postgraduate students in marketing and related fields.

 

The eighth edition, which contains two new chapters, reflects the changing and disruptive world of marketing communications. Throughout the text the impact of digital media and its ability to influence audience, client, and agency experiences, is considered. Each chapter has been extensively revised, with new examples, the latest theoretical insights, and suggested reading materials. Each of the 22 chapters also has a new case study, drawn from brands and agencies from around the world. 

 

Marketing Communications is recognised as the authoritative text for professional courses such as The Chartered Institute of Marketing, and is supported by the Institute of Practitioners in Advertising.   

Table of contents

Preface xxi

Acknowledgements

Publisher’s acknowledgements

Part 1 Introduction to marketing communications

1 Introducing marketing communications

2 Marketing communications: issues, influences and disruption

3 Communication: theory and practice

4 Classical theories and interpretations of buyer behaviour

5 Contemporary interpretations of buyer behaviour

6 How does marketing communications work?

Part 2 Managing marketing communications

7 Marketing communications: strategies and planning

8 Marketing communications: objectives and positioning

9 The communications industry: structure, operations and finance

10 Evaluation and metrics

11 Branding and marketing communications

12 Integrated marketing communications

Part 3 The marketing communications mix

13 Advertising: role, forms and strategy

14 Public relations: principles and practice

15 Sponsorship

16 Direct marketing and personal selling

17 Sales promotion, field marketing and brand experience

18 Brand placement, exhibitions, packaging and licensing

19 Messages and creativity

20 Media: principles and practice

21 Digital and other interactive media

22 Media planning in a digital age

Author index

Subject index

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Published by Pearson (July 4th 2019) - Copyright © 2019