Marketing Communications Fame Influencers and Agility 9th Edition by Chris Fill 1292400323‎ 978-1292400327

Marketing Communications : Fame, Influencers and Agility 9th Edition by Chris Fill  – Ebook PDF Instant Download/DeliveryISBN: 1292400323,‎ 978-1292400327

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Product details:

ISBN-10 ‏ : ‎ 1292400323

ISBN-13 ‏ : ‎ 978-1292400327

Author : Chris Fill,  Sarah Turnbull

Get a solid grasp of the methods, processes, and issues surrounding marketing communications and develop your career with an industry-leading text that blends theory with contemporary marketing practice.
Marketing Communications, 9th edition by Fill and Turnbull is the leading text that introduces you to the key topics of the subject. Ideal for undergraduate and postgraduate students in Marketing and related fields, this textbook guides you through the processes and actions of engaging audiences with brands, products, and services, from theory to practice.

From introducing the subject and setting learning expectations to analysing and interpreting consumer behaviour, this latest edition follows a clear, streamlined structure that focuses on the strategic and tactical aspects of how brands engage audiences. With an approachable style and language that is easy to understand, the text delivers a rich blend of academic and practitioner materials that will help you understand the complexities of marketing communications.

 

Marketing Communications : Fame, Influencers and Agility 9th Table of contents

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
5 Marketing communications: strategies and planning
6 Marketing communications: objectives and positioning 181
7 Branding and marketing communications
8 Integrated marketing communications
9 Budgeting and evaluation

Part 3 The marketing communications mix
10 Advertising: role, forms and strategy
11 Public relations and sponsorship 365
12 Direct marketing and sales promotion 403
13 Brand: placement, experience and packaging 437
14 Content: messages, credibility and creative approaches 465
15 Media: principles, practice and formats
16 Media planning: concepts and practices 541

 

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