MARKETING COMMUNICATIONS CONTEXTS,CONTENTS AND STRATEGIES FILL C. Księgarnia

For undergraduate and postgraduate/ MBA marketing communications/corporate communications courses. Also essential for CIM Diploma students studying for the Marketing Communications Strategy unit. The 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 programmes. The text is written around two main themes: Integrated Marketing Communications and relatioonship marketing.

Features

NEW! Coverage of Hot Topics bringing the book inline with the latest developments in the following critical areas:
Internet and interactive communication opportunities 2 new chapters
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.
Sound academic underpinning and strong theory establishing this as an invaluable contribution to marketing literature.
In depth coverage of internal communications providing a sound understanding of the theory.
Chapters covering stakeholder theory backing up the core course material.
Excellent pedagogical features giving the student the chance to chart their own progress and understanding.
Written by leading marketing communications lecturer and senior examiner for the CIM ensuring that the topics covered are appropriate to the related courses.

Contents

PART I SETTING THE SCENE
1. An Introduction to Marketing Communications
2. Communication Theory
PART II CONTEXTS
The Customer's Context
3. Understanding How Customers Process Information
4. Customer Decision Making
The Business Context
5. Purpose and Audiences
6. Ethics in Marketing Communications
The Internal Context
7. Internal Marketing Communications
8. Financial Communications
The External Context
9. Environmental Influences of Marketing Communications
10. Networks and Stakeholders
11. The Communications Industry
PART III STRATEGIES
12. Marketing Communication Strategies and Planning
13. Promotional Objectives and Positioning
14. Branding and the Role of Marketing Communications
15. Business-To-Business Marketing Communications
16. Corporate Identity and Reputation Management
17. Marketing Communications across Borders
18. Interactive Marketing Communications Strategy
19. Integrated Marketing Communications
PART IV APPLICATIONS AND METHODS OF MARKETING COMMUNICATIONS
20. Advertising: How It Might Work
21. Advertising Messages and Creative Approaches
22. Media and Media Planning
23. Sales Promotion
24. Sales Promotion Techniques
25. Online Marketing Communications
26. Public Relations
27. Sponsorship
29. Personal Selling
30. Exhibitions, Packaging and Field Marketing
31. Evaluating Marketing Communications

784 pages

Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub anglojęzyczny jest aktualnie na półce księgarni.