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Marketing communications : touchpoints, sharing and disruption / Chris Fill and Sarah Turnbull.

By: Contributor(s): Material type: TextPublisher: Harlow : Pearson Education, 2019Edition: Eighth EditionDescription: xli, 775 pages : illustrations ; 28 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
Subject(s): Genre/Form: DDC classification:
  • 658.802 FIL 22
Contents:
Introduction to marketing communications -- Introducing marketing communications -- Marketing communications : issues, influences and disruption -- Communication: theory and practice -- Classical theories and interpretations of buyer behaviour theory -- Contemporary interpretations of buyer behaviour -- How does marketing communications work? -- Managing marketing communications -- Marketing communications : strategies and planning -- Marketing communications : objectives and positioning -- The communications industry : structure, operations and finance -- Evaluation and metrics -- Branding and marketing communications -- Integrated marketing communications -- The marketing communications mix -- Advertising : role, forms and strategy -- Public relations : principles and practice -- Sponsorship -- Direct marketing and personal selling -- Sales promotion, field marketing and brand experience -- Brand placement, exhibitions, packaging and licensing -- Messages and creativity -- Media: principles and practice -- Digital and other interactive media -- Media planning in a digital age -- Author index -- Subject index.
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Holdings
Cover image Item type Current library Home library Collection Shelving location Call number Materials specified Vol info URL Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
NB - Book (Non borrowing) Central Library First floor Baccah 658.802 FIL (Browse shelf(Opens below)) Not for loan 000049141
Book - Borrowing Central Library First floor Baccah 658.802 FIL (Browse shelf(Opens below)) Available 000049142
Book - Borrowing Central Library First floor Baccah 658.802 FIL (Browse shelf(Opens below)) Available 000049143
Book - Borrowing Central Library First floor Baccah 658.802 FIL (Browse shelf(Opens below)) Available 000049144
Total holds: 0

Revised edition of Marketing communications, 2016.

Includes bibliographical references and index.

Introduction to marketing communications -- Introducing marketing communications -- Marketing communications : issues, influences and disruption -- Communication: theory and practice -- Classical theories and interpretations of buyer behaviour theory -- Contemporary interpretations of buyer behaviour -- How does marketing communications work? -- Managing marketing communications -- Marketing communications : strategies and planning -- Marketing communications : objectives and positioning -- The communications industry : structure, operations and finance -- Evaluation and metrics -- Branding and marketing communications -- Integrated marketing communications -- The marketing communications mix -- Advertising : role, forms and strategy -- Public relations : principles and practice -- Sponsorship -- Direct marketing and personal selling -- Sales promotion, field marketing and brand experience -- Brand placement, exhibitions, packaging and licensing -- Messages and creativity -- Media: principles and practice -- Digital and other interactive media -- Media planning in a digital age -- Author index -- Subject index.

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