Marketing Communications

Chris Fill

824 pages, parution le 21/09/2005 (4^eme édition)

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Résumé

Marketing Communications: engagement, strategies and practice uses theoretical frameworks and a wealth of examples to encourage students to adopt an analytical and reflective approach to the subject. Unlike most competing texts that describe the 'How' behind Marketing Communications, this book provides the 'Why' behind Marketing Communications.

This book is suitable for students studying Marketing or Business Studies at undergraduate level, postgraduate students on Marketing related programmes, and it is the essential text for those studying the Professional Diploma module, Marketing Communications.

Sommaire

Introduction to Marketing Communications
- An Introductory Case Study - The British Library
- Chapter 1 An Introduction to Marketing Communications
- Chapter 2 Communication Theory
- Chapter 3 The Marketing Communications Industry
- Chapter 4 Ethics, Responsibility and Controls
Understanding How Marketing Communications Works
- Chapter 5 Understanding How Customers Process Information
- Chapter 6 Customer Decision-making
- Chapter 7 How Marketing Communications Might Work?
- Chapter 8 Stakeholders, Supply Chains and Interorganisational Relationships
- Chapter 9 Marketing, Relationships and Communications
- Chapter 10 The Impact of Technology on Marketing Communications
- Part 3 Strategies and Planning
- Chapter 11 Integrated Marketing Communications
- Chapter 12 Marketing Communications: Strategies and Planning
- Chapter 13 Marketing Communications: Objectives and Positioning
- Chapter 14 Branding and the Role of Marketing Communications
- Chapter 15 Corporate Identity and Reputation
- Chapter 16 Financial Resources
- Chapter 17 Evaluating Marketing Communications
The Marketing Communications Mix: Disciplines and Applications
- Chapter 18 Advertising and Strategy
- Chapter 19 Advertising Messages and Creative Approaches
- Chapter 20 Traditional Media
- Chapter 21 Interactive Media
- Chapter 22 Media Planning - Delivering the Message
- Chapter 23 Sales Promotion: Principles and Approaches
- Chapter 24 Sales Promotion: Methods and Techniques
- Chapter 25 Public relations
- Chapter 26 Sponsorship
- Chapter 27 Direct Marketing
- Chapter 28 Personal Selling
- Chapter 29 Exhibitions, Product Placement, Field Marketing and Packaging
Marketing Communcations for Special Audiences
- Chapter 30 Marketing Communications Across Borders
- Chapter 31 Business-to-Business Marketing Communications
- Chapter 32 Internal Marketing Communications

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Prentice Hall
Auteur(s)	Chris Fill
Parution	21/09/2005
Édition	4^eme édition
Nb. de pages	824
Couverture	Broché
Intérieur	Quadri
EAN13	9780273687726
ISBN13	978-0-273-68772-6