Marketing Communications: Contexts, Strategies, and Applications

Marketing Communications: Contexts, Strategies, and Applications

by Chris Fill


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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 casesfor 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

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.

Product Details

ISBN-13: 9780273655008
Publisher: Prentice Hall
Publication date: 01/01/2002
Edition description: REV
Pages: 824
Product dimensions: 7.44(w) x 9.69(h) x 0.47(d)

Table of Contents

1 An introduction to marketing communications
2 Communication theory
The Customer's Context
3 Understanding how customers process information
4 Customer decision making
The Business Context
5 Purpose and audiences
6 Ethics in marketing communications
The Internal Context
7 Internal marketing communications
8 Financial communications
The External Context
9 Environmental influences of marketing communications
10 Networks and stakeholders
11 The communications industry
12 Marketing communication strategies and planning
13 promotional objectives and positioning
14 Branding and the role of marketing communications
15 Business-to-Business marketing communications
16 Corporate identity and reputation management
17 Marketing communications across borders
18 Interactive marketing communications strategy
19 Integrated marketing communications
20 Advertising: how it might work
21 Advertising messages and creative approaches
22 Media and media planning
23 Sales promotion
24 Sales promotion techniques
25 Online marketing communications
26 Public relations
27 Sponsorship
29 Personal selling
30 Exhibitions, packaging and field marketing
31 Evaluating marketing communications

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