Chris Fill, Sarah Turnbull

Marketing Communications (eBook, PDF)

• Format: PDF

Produktbeschreibung

Get a solid grasp of the methods, processes, and issues surrounding marketing communications and develop your career with an industry-leading text that blends theory with contemporary marketing practice.

Marketing Communications, 9^th edition by Fill and Turnbull is the leading text that introduces you to the key topics of the subject. Ideal for undergraduate and postgraduate students in Marketing and related fields, this textbook guides you through the processes and actions of engaging audiences with brands, products, and services, from theory to practice.

From introducing the subject and setting learning expectations to analysing and interpreting consumer behaviour, this latest edition follows a clear, streamlined structure that focuses on the strategic and tactical aspects of how brands engage audiences. With an approachable style and language that is easy to understand, the text delivers a rich blend of academic and practitioner materials that will help you understand the complexities of marketing communications.

The book includes examples of contemporary, innovative marketing practices drawn from some of the world's leading brands and agencies, allowing you to explore the theories and ideas and acquire critical insight into the marketing communications landscape.

The plethora of useful features and examples will encourage you to discuss and consider multiple interpretations around the major topics, providing you with the tools you need to develop your career in the field.

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.

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Produktdetails

• Verlag: Pearson ITP
• Erscheinungstermin: 12. Januar 2023
• Englisch
• ISBN-13: 9781292400303
• Artikelnr.: 67357890

Autorenporträt

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