Marketing Communications: Contexts, Strategies, and Applications - Couverture souple

Fill, Chris

Couverture souple

ISBN 10 : 0273655000 ISBN 13 : 9780273655008

Editeur : Pearson Education Limited, 2001

Synopsis

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 chaptersBusiness-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 pro 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-sitesFor tutors: Instructors Manual to download containing: *a range of teaching schemes *key points about each chapter *PowerPoint Slides *exercises *additional mini case studiesAll found at www.booksites.net/fillChris 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 programm

A propos du livre

Quatrième de couverture

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.

Biographie de l'auteur

After 20 years sales and marketing experience in the engineering, automotive and academic publishing sectors, Graham joined Leeds Business School in 1992. He is now a Principal Lecturer in Marketing teaching marketing communications and with responsiblity for postgraduate and professional courses in the School of Business Strategy. These include CIM, IDM and IPR programmes. He has been a CIM examiner in Integrated Marketing
Communications for a number of years and is now Senior Examiner for this
module during the period of CIM syllabus change. He is also involved with CIM as an external advisor on study centre accredition and an examiner for CIM certificated programmes.

Graham has wide experience as an external examiner for marketing programmes at several other Universities and as a Subject Specialist Reviewer for the
Quality Assurance Agency for Higher Education. He has presented a number of
conference papers and made contributions to texts in the marketing
communications field.

Détails de l'édition

• Éditeur: Pearson Education Limited
• Date d'édition: 2001
• Langue: anglais
• ISBN 10: 0273655000
• ISBN 13: 9780273655008
• Reliure: Broché
• Numéro d'édition: 3
• Nombre de pages: 840
• Coordonnées du fabricant: non disponible
• Personne responsable: Riccardo Bacigalupo; riccardo.bacigalupo@sanoma.it; ; Sanoma Italia Via Arconati, 1 �; Milano; 20135; Italie