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Marketing Communications: Brands, Experiences and Participation Paperback – 25 Apr 2013
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From the Back Cover
In addition to an extensive theoretical foundation, the sixth edition of Marketing Communications provides readers with a strongly applied perspective of this rapidly changing and fascinating discipline. Using case studies and examples of brands from around the world, plus invaluable support from the Institute of Practitioners in Advertising, this book provides a unique blend of the theory and practice of brand communications.
Chris Fill’s book continues to be the definitive text for undergraduate and postgraduate students in marketing, business studies and other marketing-related programmes. It is also recognised as an invaluable complement for professional students, including those studying with the Chartered Institute of Marketing.
About the author
Chris Fill BA, MSc. FCIM, is a Director of Fillassociates. He works with lecturers and students at business schools in the UK and in Europe, is an Advisory Professor at Poitiers Business School, works with the Institute of Practitioners in Advertising and is a Fellow and former Senior Examiner at the Chartered Institute of Marketing. He has authored over 30 textbooks, published papers in many leading academic journals, and is internationally recognised for his contribution to Marketing Communications. www.fillassociates.co.uk
"This book has always been THE definitive marketing communications 'authority' - but this new edition has capitalised on the increasing dynamism in the communications industry and really delivered the goods. This sixth edition offers an exciting and authoritative text which stimulates the reader and explores the most crucial contemporary issues in the fast-changing world of marketing communications.” Professor Ruth Ashford, CIM Senator and Pro Vice Chancellor and Dean of Faculty of Business and Law, Manchester Metropolitan University
About the Author
Paul Baines is Senior Lecturer in Marketing at the School of Management, Cranfield University. Paul is the author and co-author of numerous journal articles and book chapters on the use of marketing techniques in non-conventional services environments, particularly for political parties and
candidates. With John Egan and Frank Jefkins, he co-wrote Contemporary PR Practice (Elsevier, 2004). His latest book, co-written with Robert M Worcester and Roger Mortimore is a text on public opinion and political marketing entitled 'Explaining Labour's Landslip' (Politicos, 2005). Pauls
marketing consultancy projects include work for a number of organisations including a high-profile football club, a large aerospace maintenance company, a national charity, an advertising agency and an examination board
Chris Fill is Principal Lecturer in Marketing Management at the University of Portsmouth. Much of his research to date has centred on aspects of integrated marketing communications, corporate identity and associated branding issues. He has written a number of books, including the most recently
published fourth edition of his internationally recognised textbook, 'Marketing Communications'. In addition to teaching both marketing communications and business-to-business marketing at undergraduate and postgraduate levels, he undertakes consultancy assignments for public and private sector
organisations. He is also Senior Examiner for the Chartered Institute of Marketing, responsible for the Marketing Communications module. He speaks regularly on marketing communications issues. Prior to his academic career, Chris enjoyed a successful marketing and commercial career with a varietyof
Kelly Page is Lecturer in Marketing and Strategy at Cardiff Business School. Her research interests include the role of human psychology in electronic technology adoption and usage, and the positioning and conduct of electronic marketing strategy and activities. Prior to joining the school Kelly
lectured at Glamorgan University and held the position as leader of the Welsh Unit for Research in Marketing. Before she relocated to the UK, Kelly worked in Australia as a MBA Unit Chair/Author for APESMA Management Education (now Chiefly Business School), lectured at the University of New South
Wales (UNSW) and worked as a consultant with The Leading Edge (TLE) Research Group.
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