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Marketing Communications: Contexts, Strategies and Applications
 
 
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Marketing Communications: Contexts, Strategies and Applications (Paperback)

by Chris Fill (Author)
3.9 out of 5 stars See all reviews (8 customer reviews)

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Product details

  • Paperback: 824 pages
  • Publisher: Financial Times/ Prentice Hall; 3 edition (30 Oct 2001)
  • Language English
  • ISBN-10: 0273655000
  • ISBN-13: 978-0273655008
  • Product Dimensions: 24.6 x 18.8 x 3.2 cm
  • Average Customer Review: 3.9 out of 5 stars See all reviews (8 customer reviews)
  • Amazon.co.uk Sales Rank: 37,576 in Books (See Bestsellers in Books)

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  • See Complete Table of Contents

Product Description

Product Description
For undergraduate and postgraduate/ MBA marketing communications/corporate communications courses. Also essential for CIM Diploma students studying for the Marketing Communications Strategy unit. The Third edition of  Fill’s  best selling, theoretically strong marketing communications text provides a comprehensive introduction to the subject and is widely adopted on CIM and undergraduate programmes. The text is written around two main themes: Integrated Marketing Communications and relatioonship marketing.

From the Back Cover

Marketing Communications: Contexts, Strategies and Applications, 3rd Edition

, uses theoretical frameworks and a wealth of examples to encourage students to adopt an analytical and reflective approach to this subject. With a primarily academic orientation, three sections cover contextual issues, strategy and the elements of the promotional mix. Relationship marketing concepts underpin the integrated approach to communications.

New to this edition:

All chapters have been updated plus

  • Seven brand new chapters

Business-to- business marketing communications; Branding and the role of marketing communications; Interactive communications strategy; Online marketing communications; Marketing communication strategy and planning; Evaluation of marketing communications; Exhibitions, packaging and field marketing.

  • New mini-cases and exercises to consolidate learning and conclude each chapter
  • New colour plates and black & white exhibits of many leading brands to link theory & practice.

Marketing Communications: Contexts, Strategies and Applications, 3rd Edition, is recommended for students studying Marketing or Business Studies at undergraduate level, postgraduate students on Marketing related programmes, and it is the essential text for those studying the Chartered Institute of Marketing (CIM) Diploma module, Integrated Marketing Communications (IMC).

For students:

A companion web-site for this text provides:

  • a range of mini-case studies, including all the recent CIM examination cases for the IMC module
  • download files, including an updated version of the Media chapter from the previous edition
  • multiple choice questions to develop learning
  • hyperlinks to pertinent and interesting web-sites

For tutors:

Instructors Manual to download containing:

  • a range of teaching schemes
  • key points about each chapter
  • PowerPoint Slides
  • exercises
  • additional mini case studies

All found at www.booksites.net/fill

Chris Fill is Principal Lecturer in Marketing and Strategic Management at the University of Portsmouth. He is also the Senior Examiner for the Integrated Marketing Communications module offered by the Chartered Institute of Marketing on their Postgraduate Diploma programme.



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Customer Reviews

8 Reviews
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4 star:    (0)
3 star:
 (1)
2 star:
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1 star:
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Average Customer Review
3.9 out of 5 stars (8 customer reviews)
 
 
 
 
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Most Helpful Customer Reviews

 
24 of 26 people found the following review helpful:
2.0 out of 5 stars Covers key issues, yet too many words., 27 May 2002
By A Customer
As with its previous edition, it covers key issues of marketing communications plus new chapters such as interactive, or on-line comms. The book is good in giving examples of real companies, campaigns, strategies, and mini case studies. However, the volume could be reduced by one third......Why use a paragraph when two pages will do!
I also found that many concepts are much better, and more clearly explained in other marketing books from other authors such as Kotler (Marketing Management).

Considering this is the text book for the CIM, it would be helpfull if the book included a guide on how to pass the exam. Furthermore, the book could also incorporate a 'glossary of terms' which you usually find in good marketing books.
I feel far too obligated into buying this book for the CIM exam since the author and the examiner are the same person. Perhaps this is the real lesson of marketing!
Finally I would say that this book is good for reference but the theory is often difficult to undestand and far too long. If you are preparing for the CIM exam, you will definetively need other books to support your learning. If the next edition looks the same, I will definetively not buy the book!
A CIM student.

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6 of 6 people found the following review helpful:
5.0 out of 5 stars Excellent comprehensive book, 21 Jan 2007
By D. A. Cadman (Leeds, UK) - See all my reviews
(REAL NAME)   
This review is from: Marketing Communications: engagement, strategies and practice (Paperback)
I'm currently doing a Marketing Diploma and studying the communications module. There seems to be no escaping Chris Fill's name in this subject area and this book highlights why. Its comprehensive while also far reaching. In addition it is easy reading, with figures, case studies, photos etc to support the theory presented. I would strongly recommend the book for students or professionals wishing to further understand marketing communications tools, frameworks, strategies..... the lot!
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8 of 9 people found the following review helpful:
5.0 out of 5 stars Outstanding Masterpiece!, 28 Jan 2003
Not for the first time do I feel privileged to sing merited praises for Chris Fill's outstanding masterpiece - "Marketing Communications: Contexts, Strategies and Applications". The third edition of his book has exceeded my already high expectations.

The book is a well-thought-out, well-written, and rich composition of theories and frameworks, expertly knitted around key real-world challenges of modern day Marketing Communications. Like the first two editions, it's also skilfully structured allowing a reader to peel off affluent strands of distinct marketing topics very easily - the chapter on "Interactive Communication Strategy", providing new insights into the impact of Internet age communication, is an excellent example of this. Moreover, a true acid-test for any published work is, when applied, does it create real-world value? This third edition, as with the first two, has been an excellent blueprint from which I've benefited significantly as a student, consultant and marketing practitioner. To this end, I regard this book as a "written-consultant" providing fresh ideas and bold new thinking about 21st century Integrated Marketing Communications, and from which I can easily extend to deliver innovative solutions for my clients.

I recommend this book to students and practitioners alike, especially those looking for a sound academic underpinning of Integrated Marketing Communications and the theoretical tools to help turn it into economic value. I look forward to future editions of this book with great excitement.

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1.0 out of 5 stars DISASTER!
Unbelievable!!! This seller lied to me about the condition of the book. She/He sayd that it's new, but it wasn't. Read more
Published 3 months ago by Dimo Jancevski

3.0 out of 5 stars Not up to scratch
This book is in need of a structural rethink - although revised, it is a little dated in its terminology - and could do with a thorough proofread - which could result in a more... Read more
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5.0 out of 5 stars Everything you need to know about Marketing Communications
I purchased this book to help get to grips with the Marketing Communications of the CIM Marketing Diploma. Read more
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5.0 out of 5 stars What a great piece of work
I am currently taking a Diploma in Management Students (DMS) and my lecturer recommended this book for the Marketing Communication element of the Marleting Management unit. Read more
Published on 9 Jun 2005 by Albert Davis

5.0 out of 5 stars Clearly a Market Leader!
An excellent informative resource, Chris Fill's 'Marketing Communications' is a comprehensive yet easily readable text the content of which is suitable for both marketing student... Read more
Published on 23 Jan 2003 by andrew davison

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