Essentials of Marketing Communications

By Chris Fill
September 2011
Pearson Education
Distributed by Trans-Atlantic Publications Inc.
ISBN: 9780273738442
412 Pages, Illustrated
$92.50 Paper Original


Essentials of Marketing Communications offers a concise and student-friendly introduction to the principles and theories 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. Divided into three parts, the book considers the strategic issues associated with managing marketing communications activities before moving on to look at branding, budgeting and evaluation issues and concluding with chapters on stakeholders, international marketing communications, and the operations and personnel involved in the industry.

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.

Part One Introduction to Marketing Communications

Chapter 1 The Scope of Marketing Communications

Chapter 2 Communication: interactivity & conversations

Chapter 3 Audiences: attitudes, behaviour & decision making

Part Two Managing Marketing Communications

Chapter 4 Strategies, objectives and positioning

Chapter 5 Integration and Planning

Chapter 6 Branding, Budgeting & Evaluation

Chapter 7 Agencies: Practice, Regulation & International Communications

Chapter 8 Shaping Relationships with Marketing Communications

Part Three The Marketing Communications Mix

Chapter 9 Advertising

Chapter 10 Public Relations and Sponsorship

Chapter 11 Direct Marketing and Personal Selling

Chapter 12 Sales Promotion, Exhibitions and Product Placement

Chapter 13 Media: conventional and digital

Chapter 14 Interactive Marketing Communications

Chapter 15 Content: credibility, messages and creative approaches



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