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Record Nr. |
UNINA9910154947103321 |
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Autore |
Fill Chris |
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Titolo |
Marketing communications : discovery, creation and conversations / / Chris Fill and Sarah Turnbull |
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Pubbl/distr/stampa |
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Harlow, England, : Pearson, 2016 |
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Harlow, England : , : Pearson, , 2016 |
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ISBN |
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1-292-14234-0 |
1-292-09383-8 |
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Edizione |
[7th ed.] |
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Descrizione fisica |
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1 online resource (xxxvi, 724 p.) : col. ill |
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Disciplina |
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Soggetti |
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Communication in marketing |
Marketing channels |
Sales promotion |
Branding (Marketing) |
Libros electrónicos. |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Nota di bibliografia |
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Includes bibliographical references at the end of each chapters and indexes. |
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Nota di contenuto |
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Part 1 Introduction to marketing communications -- 1 Introducing marketing communications -- 2 Communications: forms and conversations -- 3 Audience insight: information processing and behaviour -- 4 How marketing communications might work -- Part 2 Managing marketing communications -- 5 Marketing communications: strategy and planning -- 6 Marketing communications: objectives and positioning -- 7 The communications industry: structure, operations and finance -- 8 Evaluation and metrics -- 9 Branding and marketing communications -- 10 Integrated marketing communications -- Part 3 The marketing communications mix -- 11 Advertising: role, forms and strategy -- 12 Public relations: principles and practice -- 13 Sponsorship -- 14 Direct marketing and personal selling -- 15 Sales promotion, field marketing and brand experience -- 16 Brand placement, exhibitions, packaging and licensing -- 17 Messages and creativity -- 18 Media - principles and practice -- 19 Social, search and other interactive media -- 20 Media planning: reaching audiences. |
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Sommario/riassunto |
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This seventh edition of Marketing Communications provides both a rich source of theory and an invaluable insight into how brands create communications and engage audiences in brand conversations. With contributions from brand owners and their advertising agencies from around the world, the book provides a unique blend of the theory and practice of brand communications. Sarah Turnbull joins Chris Fill as co-author on the seventh edition and together their passion for marketing communications comes alive in this book as they share their expertise and experience. Its strong theoretical underpinning and selection of contemporary case studies makes this the definitive text for undergraduate and postgraduate students in marketing, marketing with psychology, advertising, business studies and other marketing-related programmes. It 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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