Marketing communications : discovery, creation and conversations / Chris Fill and Sarah Turnbull
Publication details: England : Pearson Education, 2016. Edition: 7th edDescription: xxxvi, 724 p. : col. ill. ; 27 cmISBN: 9781292092614DDC classification: 658.802 FIL| Item type | Current library | Home library | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
English Lending
|
Villa College QI Campus | Villa College Library | 658.802 FIL (Browse shelf(Opens below)) | Available | 9717 |
CONTENT
Part 1 Introduction to marketing communications
1. Introducing Marketing Communications
2. Communications: forms and conversations
3. Audience insight: Information Processing and behaviour
4. How Marketing Communications might Work
Part 2 Managing marketing communications
5. Marketing communications: Strategy and planning
6. Marketing communications: Objectives and positioning
7. The communications Industry: structure, operations and finance
8. Evaluation and Metrics
9. Branding and marketing Communications
10. Integrated Marketing Communications
Part he marketing communications mix
11. Advertising: role, forms and strategy
12. Public Relations: principles and practice
13. Sponsorship
14. Direct Marketing and Personal Selling
15. Sales Promotion, Field Marketing and Brand Experience
16. Brand Placement, Exhibitions, Packaging and Licensing
17. Messages and Creativity
18. Media - principles and practice
19. Social, Search and Other Interactive Media
20. Media Planning: reaching audiences
Includes bibliographical references and index
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