Marketing communications : contexts, strategies, and applications / Chris Fill.

Contents

Part 1 Introduction and setting the scene 1
1 An introduction and setting the scene
2 Communication theory

Part 2 Context
3 Understanding how costumers process information
4 Customer decision- making
5 Purpose and audiences
6 Ethics in marketing communication
7 Internal marketing communications
8 Financial resources
9 Environmental influences on marketing communication
10 Stakeholders, supply chains and interorganisational relationships
11 The communications industry

Part 3 Strategies 281
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
17 Marketing communications across borders
18 Interactive communication strategy
19 Integrated marketing communication

Part 4 Applications and methods of marketing communications 483
20 Advertising : how it might work
21 Advertising messages and creative approaches
22 Media and media planning - delivering the message
23 Sales promotions
24 Sales promotion techniques
25 On-line marketing communications
26 Public relations
27 Sponsorship
28 Direct marketing
29 Personal selling
30 Exhibition, packaging and field marketing
31 Evaluating marketing communication

Appendix A suggested marketing communications plan for porridge matters