Marketing Communications: Contexts, Strategies, and Applications - Softcover

Fill, Chris

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9780273655008: Marketing Communications: Contexts, Strategies, and Applications

Softcover

ISBN 10: 0273655000 ISBN 13: 9780273655008

Publisher: Ft Pr, 2004

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For undergraduate and postgraduate/ MBA marketing communications/corporate communications courses. Also essential for CIM Diploma students studying for the Marketing Communications Strategy unit. The Third edition of Fill's best selling, theoretically strong marketing communications text provides a comprehensive introduction to the subject and is widely adopted on CIM and undergraduate programmes. The text is written around two main themes: Integrated Marketing Communications and relatioonship marketing.

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From the Back Cover:

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.

About the Author:

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.

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