Essentials of Marketing Communications Upplaga 1

Essentials of Marketing Communications offers a concise and student-friendly introduction to the principles, theories and practice of marketing communications. Written in a lively and engaging style, the book provides you with a coherent and consistent text, blending marketing communications principles and theory with practice. The first part of the book explores the core concepts associated with communication and audience behaviour. The second considers issues linked with managing marketing communications campaigns and activities, before the third and final part, which considers the tools, media and messages that make up the marketing communications mix. Key features of the book Case studies illustrate marketing communications in practice Viewpoint boxes stimulate discussion and include questions and tasks to encourage you to apply your knowledge Up-to-date coverage of digital and interactive media and the impact it is having on marketing communications. Online resources include an Instructors Manual and PowerPoint slides for instructors, along with podcasts, multiple-choice questions, an online glossary and revision flashcards for students at www.pearsoned.co.uk/fill The book is the essential companion for undergraduate and postgraduate students studying marketing communications. It is also an invaluable resource for students studying for professional marketing qualifications, most notably those studying courses offered by The Chartered Institute of Marketing. About the author Chris Fill is the founder and Managing Director of Fillassociates (www.fillassociates.co.uk). The company develops learning materials related to marketing and corporate communications, and provides training, evaluation and consultancy for organisations wishing to manage their marketing communications and corporate reputation. Formerly a Principal Lecturer at the University of Portsmouth, Chris is a Visiting Professor at several European Business Schools and a Fellow of The Chartered Institute of Marketing where he is the Senior Examiner responsible for the Professional Postgraduate Diploma module, Managing Corporate Reputation.