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Marketing Communications
Taschenbuch von Chris Fill (u. a.)
Sprache: Englisch

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Beschreibung
Support your students' understanding of the methods and issues surrounding Marketing Communications.

Marketing Communications delivers a blend of academic and practitioner materials, covering how brands engage audiences.

This streamlined edition will provide your students with the additional tools they need to develop their careers in the field.

Support your students' understanding of the methods and issues surrounding Marketing Communications.

Marketing Communications delivers a blend of academic and practitioner materials, covering how brands engage audiences.

This streamlined edition will provide your students with the additional tools they need to develop their careers in the field.

Über den Autor

Chris Fill BA, MSc. is a Director of Fillassociates and was a Principal Lecturer at the University of Portsmouth. He was also a Fellow and for 15 years, Senior Examiner for Marketing Communications at the Chartered Institute of Marketing. He has worked with the Institute of Practitioners in Advertising on special projects and for clients in the UK and overseas.

Having authored over 36 textbooks, and published papers in many leading academic journals, he is recognised internationally for his contribution to marketing communications.

Sarah Turnbull Ph.D., MBA, MSc, FCIM, FHEA, is Professor of Marketing at the University of Portsmouth. Sarah is a Freeman of the Worshipful Company of Marketors and a Fellow of The Chartered Institute of Marketing. Prior to joining academia she worked in a number of global advertising agencies. Her research on advertising practice and creativity has been published in leading academic and professional journals.

She is an Associate Editor of The Journal of Marketing Management and serves on the Editorial Review Board of the International Journal of Advertising and The Journal of Advertising Education. Sarah is regularly invited to speak about advertising at practitioner and academic events internationally.

Inhaltsverzeichnis
PrefaceAcknowledgements

Part 1 An introduction to marketing communications

  1. The scope of marketing communications
  2. Communication: theory, interactivity and influencers
  3. Understanding buyer behaviour and improving engagement
  4. How does marketing communications work?

Part 2 Managing marketing communications

  • Marketing communications: strategies and planning
  • Marketing communications: objectives and positioning
  • Branding and marketing communications
  • Integrated marketing communications
  • Budgeting and evaluation
  • Part 3 The marketing communications mix

  • Advertising: role, forms and strategy
  • Public relations and sponsorship
  • Direct marketing and sales promotion
  • Brand: placement, experience and packaging
  • Content: messages, credibility and creative approaches
  • Media: principles, practice and formats
  • Media planning: concepts and practices
  • Author indexSubject indexCredits
    Details
    Erscheinungsjahr: 2023
    Fachbereich: Werbung & Marketing
    Genre: Importe, Wirtschaft
    Rubrik: Recht & Wirtschaft
    Medium: Taschenbuch
    ISBN-13: 9781292400327
    ISBN-10: 1292400323
    Sprache: Englisch
    Einband: Kartoniert / Broschiert
    Autor: Fill, Chris
    Turnbull, Sarah
    Hersteller: Pearson Education Limited
    Verantwortliche Person für die EU: Produktsicherheitsverantwortliche/r, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de
    Maße: 264 x 194 x 24 mm
    Von/Mit: Chris Fill (u. a.)
    Erscheinungsdatum: 19.01.2023
    Gewicht: 1,218 kg
    Artikel-ID: 121982118
    Über den Autor

    Chris Fill BA, MSc. is a Director of Fillassociates and was a Principal Lecturer at the University of Portsmouth. He was also a Fellow and for 15 years, Senior Examiner for Marketing Communications at the Chartered Institute of Marketing. He has worked with the Institute of Practitioners in Advertising on special projects and for clients in the UK and overseas.

    Having authored over 36 textbooks, and published papers in many leading academic journals, he is recognised internationally for his contribution to marketing communications.

    Sarah Turnbull Ph.D., MBA, MSc, FCIM, FHEA, is Professor of Marketing at the University of Portsmouth. Sarah is a Freeman of the Worshipful Company of Marketors and a Fellow of The Chartered Institute of Marketing. Prior to joining academia she worked in a number of global advertising agencies. Her research on advertising practice and creativity has been published in leading academic and professional journals.

    She is an Associate Editor of The Journal of Marketing Management and serves on the Editorial Review Board of the International Journal of Advertising and The Journal of Advertising Education. Sarah is regularly invited to speak about advertising at practitioner and academic events internationally.

    Inhaltsverzeichnis
    PrefaceAcknowledgements

    Part 1 An introduction to marketing communications

    1. The scope of marketing communications
    2. Communication: theory, interactivity and influencers
    3. Understanding buyer behaviour and improving engagement
    4. How does marketing communications work?

    Part 2 Managing marketing communications

  • Marketing communications: strategies and planning
  • Marketing communications: objectives and positioning
  • Branding and marketing communications
  • Integrated marketing communications
  • Budgeting and evaluation
  • Part 3 The marketing communications mix

  • Advertising: role, forms and strategy
  • Public relations and sponsorship
  • Direct marketing and sales promotion
  • Brand: placement, experience and packaging
  • Content: messages, credibility and creative approaches
  • Media: principles, practice and formats
  • Media planning: concepts and practices
  • Author indexSubject indexCredits
    Details
    Erscheinungsjahr: 2023
    Fachbereich: Werbung & Marketing
    Genre: Importe, Wirtschaft
    Rubrik: Recht & Wirtschaft
    Medium: Taschenbuch
    ISBN-13: 9781292400327
    ISBN-10: 1292400323
    Sprache: Englisch
    Einband: Kartoniert / Broschiert
    Autor: Fill, Chris
    Turnbull, Sarah
    Hersteller: Pearson Education Limited
    Verantwortliche Person für die EU: Produktsicherheitsverantwortliche/r, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de
    Maße: 264 x 194 x 24 mm
    Von/Mit: Chris Fill (u. a.)
    Erscheinungsdatum: 19.01.2023
    Gewicht: 1,218 kg
    Artikel-ID: 121982118
    Sicherheitshinweis