CIM Coursebook 08/09 Marketing Communications - Hardcover

Fill, Chris

Hardcover

ISBN 10: 113844118X ISBN 13: 9781138441187

Publisher: Routledge, 2017

Synopsis

Butterworth-Heinemanns CIM Coursebooks have been designed to match the syllabus and learning outcomes of our new qualifications and should be useful aids in helping students understand the complexities of marketing. The discussion and practical application of theories and concepts, with relevant examples and case studies, should help readers make immediate use of their knowledge and skills gained from the qualifications.Professor Keith Fletcher, Director of Education, The Chartered Institute of MarketingHere in Dubai, we have used the Butterworth-Heinemann Coursebooks in their various forms since the very beginning and have found them most useful as a source of recommended reading material as well as examination preparation.Alun Epps, CIM Centre Co-ordinator, Dubai University College, United Arab EmiratesButterworth-Heinemanns official CIM Coursebooks are the definitive companions to the CIM professional marketing qualifications. The only study materials to be endorsed by The Chartered Institute of Marketing (CIM), all content is carefully structured to match the syllabus and is written in collaboration with the CIM faculty. Now in full colour and a new student friendly format, key information is easy to locate on each page. Each chapter is packed full of case studies, study tips and activities to test your learning and understanding as you go along. The coursebooks are the only study guide reviewed and approved by CIM (The Chartered Institute of Marketing). Each book is crammed with a range of learning objectives, cases, questions, activities, definitions, study tips and summaries to support and test your understanding of the theory. Past examination papers and examiners reports are available online to enable you to practise what has been learned and help p

About this title

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.

About this edition

• Publisher: Routledge
• Publication date: 2017
• ISBN 10: 113844118X
• ISBN 13: 9781138441187
• Binding: Hardcover
• Edition number: 1