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Essentials of Marketing Communications Paperback – 12 May 2011


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Product details

  • Paperback: 440 pages
  • Publisher: Financial Times/ Prentice Hall; 1 edition (12 May 2011)
  • Language: English
  • ISBN-10: 0273738445
  • ISBN-13: 978-0273738442
  • Product Dimensions: 19.6 x 1.6 x 26.4 cm
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Bestsellers Rank: 266,374 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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Product Description

From the Back Cover

Essentials of Marketing Communications offers a concise and student-friendly introduction to the principles, theories and practice of marketing communications.

 

Written in a lively and engaging style, the book provides you with a coherent and consistent text, blending marketing communications principles and theory with practice. The first part of the book explores the core concepts associated with communication and audience behaviour. The second considers issues linked with managing marketing communications campaigns and activities, before the third and final part, which considers the tools, media and messages that make up the marketing communications mix.  

 

Key features of the book

  • Case studies illustrate marketing communications in practice
  •  ‘Viewpoint’ boxes stimulate discussion and include questions and tasks to encourage you to apply your knowledge
  • Up-to-date coverage of digital and interactive media and the impact it is having on marketing communications.
  • Online resources include an Instructor’s Manual and PowerPoint slides for instructors, along with podcasts, multiple-choice questions, an online glossary and revision flashcards for students at www.pearsoned.co.uk/fill

The book is the essential companion for undergraduate and postgraduate students studying marketing communications. It is also an invaluable resource for students studying for professional marketing qualifications, most notably those studying courses offered by The Chartered Institute of Marketing.

About the author

Chris Fill is the founder and Managing Director of Fillassociates (www.fillassociates.co.uk). The company develops learning materials related to marketing and corporate communications, and provides training, evaluation and consultancy for organisations wishing to manage their marketing communications and corporate reputation. Formerly a Principal Lecturer at the University of Portsmouth, Chris is a Visiting Professor at several European Business Schools and a Fellow of The Chartered Institute of Marketing where he is the Senior Examiner responsible for the Professional Postgraduate Diploma module, Managing Corporate Reputation.

About the Author

Chris Fill is the founder and Managing Director of Fillassociates (www.fillassociates.co.uk). The company develops learning materials related to marketing and corporate communications, provides training, evaluation and consultancy for organisations wishing to manage their marketing communications and corporate reputation. Formerly a Principal Lecturer at the University of Portsmouth, Chris is a Visiting Professor at several European Business Schools and a Fellow of The Chartered Institute of Marketing where he is the Senior Examiner responsible for the Professional Postgraduate Diploma module, Managing Corporate Reputation.


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By alice on 9 Nov 2013
Format: Paperback Verified Purchase
If you are studying CIM or CAM the book is useful.

It covers marketing communications, theory, tactics and practice.

There are plenty of quotes and diagrams you can reference, Very easy to read.

It is quite an old fashioned book though. Digital marketing, internet are barely mentioned for e.g. This is probably not a practical book for the modern marketer.
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By Diego on 27 April 2013
Format: Paperback Verified Purchase
good
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