Marketing Communications: Interactivity, Communities and Content [Paperback]

Marketing Communications, 5th edition is the most complete and accessible introduction to marketing communications on the market. It combines breadth of coverage with a student-friendly style; and is an essential resource for Marketing and business degree students studying Marketing modules at undergraduate and postgraduate level.

This new edition has an exciting and modern new design and is structured into 6-parts: the first 2 sections focus on what Marketing Communications is and how it works; Parts 3 and 4 look at the practical management and tools of Marketing Communications; and, new to this edition, Part 5 covers its emerging relationships with the media. Finally part 6 covers its connection to special audiences. 

Offered with this new 5th edition at www.pearsoned.co.uk/fill are podcasts by the author, video cases that accompany each part, and direction to key adademic papers in marketing communications. Students and tutors can also share their marketing communications essays, thoughts, ideas, and favourite campaigns and papers.

Building on its established structure and reputation, the fifth edition of Marketing Communications is geared toward students studying marketing or business studies at undergraduate level and postgraduate students on marketing related programmes. The book is also an invaluable resource for students studying for professional marketing qualifications, most notably those studying courses offered by the Chartered Institute of Marketing.

Marketing Communications adopts a critical perspective of the subject and unlike other texts in the field, which adopt a ‘how-to’ approach, this text provides readers with an insight into the ‘why’ about marketing communications.

Comprehensive web site

Enhance your teaching/learning with materials available on the companion web site. Visit www.pearsoned.co.uk/fill to access outline answers to the MiniCase questions, an Instructor’s Manual, PowerPoint slides and, NEW TO THIS EDITION, podcasts, video and direction to key academic papers on marketing communications. There are opportunities for students and tutors to share their marketing communications essays, thoughts, ideas, and favourite campaigns and papers.

About the author

Chris Fill is Principal Lecturer in Marketing and Strategic Management at the University of Portsmouth. He is the Senior Examiner for the Marketing Communications module offered by the Chartered Institute of Marketing on the Professional Diploma programme and he is also responsible for the module Managing Corporate Reputation on the newly revised Postgraduate Diploma programme.

'This new edition is a superb text that covers the core areas of the subject area as well as the latest and contemporary developments that have impacted companies and consumers.  Students will find this book interesting to read, with many relevant case studies, vignettes with questions, figures and diagrams that provide clear connections between theory and practice.'

Professor T. C. Melewar PhD, Professor of Marketing and Strategy, Brunel University

'Marketing Communications engages and stimulates the reader with interesting, contemporary and beautifully presented imagery and examples. This is an invaluable resource and should be on the bookshelf of every serious student of advertising and marketing.'

Marian Norwood, Course Director BSc Hons Advertising, University of Ulster

~ All Island Marketing Award Winner

'This book has always been THE definitive marketing communications 'authority' - but this new edition has superseded all my expectations in terms of delivering an exciting and authoritative text which stimulates the reader and explores the most apt and crucial contemporary key issues for tomorrow's recession-proof marketing communicators.'

Dr Ruth Ashford, PhD, Chartered Marketer, MCIM, MAM, AIPM Head of Marketing and Retail Division, MMU Business School