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| Author | : Paul Baines |
| Publisher | : Oxford University Press |
| Total Pages | : 438 |
| Release | : 2013 |
| Genre | : Business & Economics |
| ISBN | : 0199646503 |
Building on the outstanding success of Baines, Fill and Page's bestselling textbook, 'Essentials of Marketing' has arrived. This is the must have textbook for students looking to excel in their studies and careers.
| Author | : Paul Baines |
| Publisher | : |
| Total Pages | : 413 |
| Release | : 2013 |
| Genre | : Marketing |
| ISBN | : 9780198734765 |
| Author | : Jim Blythe |
| Publisher | : Financial Times/Prentice Hall |
| Total Pages | : 0 |
| Release | : 2003 |
| Genre | : Communication in marketing |
| ISBN | : 9780273658580 |
Designed to give students an overview of the techniques, supporting theories and strategic and tactical decision-making processes involved in marketing communications, this text links theories of marketing communications to consumer behaviour issues.
| Author | : Chris Fill |
| Publisher | : Financial Times/Prentice Hall |
| Total Pages | : 0 |
| Release | : 2011 |
| Genre | : Communication in marketing |
| ISBN | : 9780273738442 |
The first part of the book explores the core concepts associated with communication and audience behaviour. The second considers issues linked with managing marketing communications campaigns and activities. And the third part considers the tools, media and messages that make up the marketing communications mix. The material on the companion website includes podcasts, multiple-choice questions and a glossary.
| Author | : Chris Fill |
| Publisher | : Pearson UK |
| Total Pages | : 1019 |
| Release | : 2019 |
| Genre | : Branding (Marketing) |
| ISBN | : 1292235004 |
The new edition of Marketing Communications delivers a rich blend of theory with examples of contemporary marketing practice. Providing a critical insight into how brands engage audiences, Fill and Turnbull continues to be the definitive marketing communications text for undergraduate and postgraduate students in marketing and related fields. The eighth edition, which contains two new chapters, reflects the changing and disruptive world of marketing communications. Throughout the text the impact of digital media and its ability to influence audience, client, and agency experiences, is considered. Each chapter has been extensively revised, with new examples, the latest theoretical insights, and suggested reading materials. Each of the 22 chapters also has a new case study, drawn from brands and agencies from around the world. 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.
| Author | : Jim Blythe |
| Publisher | : Pearson Education |
| Total Pages | : 382 |
| Release | : 2005 |
| Genre | : Business & Economics |
| ISBN | : 9780273693581 |
An overview of the techniques, supporting theories and tactical decision-making processes involved in marketing. As well as traditional marketing techniques, up-to-date topics such as green issues, post-modern thinking, relationship marketing and ethics are also covered.
| Author | : Lynne Eagle |
| Publisher | : Routledge |
| Total Pages | : 445 |
| Release | : 2014-08-27 |
| Genre | : Business & Economics |
| ISBN | : 1317697758 |
With the proliferation of digital and social media, there has never been a more dynamic time to engage with marketing communications - and never has the integration of marketing communications (marcoms) principles into a strategic marketing plan been more challenging. Even the best product in the world won’t sell without the right reach to your potential customers and the right message to engage them. This textbook applies a uniquely practical approach to the topic so that, whilst a structured overview of planning, development, implementation and evaluation of marketing communications is in place, the detailed cases made available by the Institute for Practitioners in Advertising (IPA) show how actual challenges faced by professionals in the field were addressed. This book will help you to develop the skills you need to turn theory into the right integrated communication plan, in order to succeed in an increasingly competitive environment. Aided by a veritable wealth of pedagogical features, Marketing Communications will be essential reading for both students and professionals in marketing, communications and public relations. This textbook also benefits from a companion website which includes a comprehensive instructor’s guide with PowerPoint slides, testbank questions and answer checklists.
| Author | : Cees B.M. Van Riel |
| Publisher | : Routledge |
| Total Pages | : 325 |
| Release | : 2007-08-07 |
| Genre | : Business & Economics |
| ISBN | : 1134335059 |
This lively and engaging new book addresses a topical and important area of study. Helping readers not only to understand, but also to apply, the most important theoretical notions on identity, identification, reputation and corporate branding, it illustrates how communicating with a company’s key audience depends upon all of the company’s internal and external communication. The authors, leading experts in this field, provide students of corporate communication with a research-based tool box to be used for effective corporate communications and creating a positive reputation. Essentials of Corporate Communication features original examples and vignettes, drawn from a variety of US, European and Asian companies with a proven record of successful corporate communication, thus offering readers best practice examples. Illustrations are drawn from such global companies as Virgin, IKEA, INVE and Lego. Presenting the most up-to-date content available it is a must-read for all those studying and working in this field.
| Author | : Edmund Jerome McCarthy |
| Publisher | : Irwin Professional Publishing |
| Total Pages | : 524 |
| Release | : 1988 |
| Genre | : Business & Economics |
| ISBN | : |
| Author | : Micael Dahlen |
| Publisher | : John Wiley & Sons |
| Total Pages | : 613 |
| Release | : 2009-12-21 |
| Genre | : Business & Economics |
| ISBN | : 0470319925 |
Marketing Communications: A Brand Narrative Approach is a mainstream, student-driven text which gives prominence to the driving force of all Marketing Communications: the imperative of Branding. The book aims to engage students in an entertaining, informative way, setting the conceptual mechanics of Marketing Communications in a contemporary, dynamic context. It includes key current trends such as: Brand narrative approach - Cases such as Dove, Harley-Davidson, Nike and World of War Craft feature real-life, salient examples which are engaging for students and reflect the growth of co-authored brand ‘stories’ to help build and maintain brands by customer engagement through meaningful dialogues. Media neutral/multi-media approach - This text has a sound exploration of online and offline synergy combining one-message delivery and multi-media exposures, through examples of companies and political campaigns using ‘non-traditional’ media to reach groups not locking into ‘normal channels’. This brand new text features an impressive mixture of real-life brand case studies underpinned with recent academic research and market place dynamics. The format is structured into three sections covering analysis, planning and implementation and control of Marketing Communications. Using full colour examples of brands, and student-friendly diagrams, the book acknowledges that the modern student learns visually as well as through text. ***COMPANION WEBSITE - www.marketing-comms.com ***
