Contexts, Strategies and Applications
By Chris Fill
Financial Times / Pearson Education
790 pages, illustrated
$125.00 paper original
This third edition of Fill's best selling, theoretically strong marketing communications text provides a comprehensive introduction to the subject and is widely adopted on CIM and undergraduate programs. The text is written around two main themes: Integrated Marketing Communications and relationship marketing.
Coverage of Hot Topics brings the book inline with the latest developments in the following critical areas: Internet and interactive communication opportunities. Relationship marketing is introduced and explored throughout the text. Corporate Branding and its role in integrated Marketing Communications is explored in greater detail responding to current interest in this topic. The text also includes in-depth coverage of internal communications providing a sound understanding of the theory.
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