- Paperback: 680 pages
- Publisher: Financial Times/ Prentice Hall; 2 edition (11 Nov 1998)
- Language English
- ISBN-10: 0130102296
- ISBN-13: 978-0130102294
- Product Dimensions: 24.4 x 18.4 x 3 cm
- Average Customer Review: 3.0 out of 5 stars See all reviews (2 customer reviews)
- Amazon Bestsellers Rank: 536,980 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Product Description
Product Description
There are numerous practitioner-based books that tell readers how to do marketing communications. This book seeks to provide an alternative, perhaps more challenging perspective to the subject, being written from an academic perspective. It seeks to bring together aspects of both marketing and corporate communications on the basis that relationship marketing principles will continue to be the dominant paradigm.
Instructor's Manual with PowerPoint Slides (0-13-010220-2).
Instructor's Manual with PowerPoint Slides (0-13-010220-2).
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Customer Reviews
Most Helpful Customer Reviews
1 of 1 people found the following review helpful
Format:Paperback
Here the chief CIM examiner attempts to justify his existence. This is a good book if you have all the time in the world when gettting through the CIM Dipolma Mark Coms subject. However, if you have other commitments that take up your time eg work and other CIM subjects I recommend you just use this book for examples and key areas. The BPP books are easier to use, condensed and more relevant when answering the exam questions. If you did read Fills book you couldn't possibly but all his points in a 3 hour exam, you'd need a lot longer or super fast handwriting!!!
1 of 1 people found the following review helpful
Format:Paperback
The thought of reading about marketing communications is not the most interesting or exciting of topics! Just looking at the sheer thickness of this book makes you wonder how you are ever going to find the will to reach the end!
However, Chris Fill does an excellent job of bringing the subject alive and very readable. The book is structured into concise chapters and broken down into subjects so you understand the linkage between ideas.
I really found the real life case studies that frequently appear throughout the book provoked your thoughts and gave the theoretical concepts a practical approach. The author has obviously had access to those people within organisations who were at the sharp end, making decisions and explained the most important question: Why they did what they did?
Some of the more complicated theories are explained in detailed diagrams which breaks the text up and are evenly spread.
This text covers a wide spectrum with 'suggested approaches' and can spark interesting debate.
Definitely a text to purchase to talk through this subject in a structured way - I'll be purchasing more of Chris Fill's work if this is the approach taken of what could be described as a vast subject to learn about.
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