Instructor's Manual for Marketing Communications
Pearson Education Limited (Hersteller)
978-1-292-40034-1 (ISBN)
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From introducing the subject and setting learning expectations to analysing and interpreting consumer behaviour, this latest edition follows a clear, streamlined structure that focuses on the strategic and tactical aspects of how brands engage audiences. With an approachable style and language that is easy to understand, the text delivers a rich blend of academic and practitioner materials that will help you understand the complexities of marketing communications.
The book includes examples of contemporary, innovative marketing practices drawn from some of the world's leading brands and agencies, allowing you to explore the theories and ideas and acquire critical insight into the marketing communications landscape.
The plethora of useful features and examples will encourage you to discuss and consider multiple interpretations around the major topics, providing you with the tools you need to develop your career in the field.
Marketing Communications is recognised as the authoritative text for professional courses such as The Chartered Institute of Marketing and is supported by the Institute of Practitioners in Advertising.
Chris Fill BA, MSc. is a Director of Fillassociates and was a Principal Lecturer at the University of Portsmouth. He was also a Fellow and for 15 years, Senior Examiner for Marketing Communications at the Chartered Institute of Marketing. He has worked with the Institute of Practitioners in Advertising on special projects and for clients in the UK and overseas. Having authored over 36 textbooks, and published papers in many leading academic journals, he is recognised internationally for his contribution to marketing communications. Sarah Turnbull Ph.D., MBA, MSc, FCIM, FHEA, is Professor of Marketing at the University of Portsmouth. Sarah is a Freeman of the Worshipful Company of Marketors and a Fellow of The Chartered Institute of Marketing. Prior to joining academia she worked in a number of global advertising agencies. Her research on advertising practice and creativity has been published in leading academic and professional journals. She is an Associate Editor of The Journal of Marketing Management and serves on the Editorial Review Board of the International Journal of Advertising and The Journal of Advertising Education. Sarah is regularly invited to speak about advertising at practitioner and academic events internationally.
Preface Acknowledgements Part 1 An introduction to marketing communications
The scope of marketing communications
Communication: theory, interactivity and influencers
Understanding buyer behaviour and improving engagement
How does marketing communications work?
Part 2 Managing marketing communications
Marketing communications: strategies and planning
Marketing communications: objectives and positioning
Branding and marketing communications
Integrated marketing communications
Budgeting and evaluation
Part 3 The marketing communications mix
Advertising: role, forms and strategy
Public relations and sponsorship
Direct marketing and sales promotion
Brand: placement, experience and packaging
Content: messages, credibility and creative approaches
Media: principles, practice and formats
Media planning: concepts and practices
Author index Subject index Credits
| Erscheint lt. Verlag | 20.2.2023 |
|---|---|
| Verlagsort | Harlow |
| Sprache | englisch |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 1-292-40034-X / 129240034X |
| ISBN-13 | 978-1-292-40034-1 / 9781292400341 |
| Zustand | Neuware |
| Haben Sie eine Frage zum Produkt? |
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