Marketing Communications
Autor Chris Fill, Sarah Turnbullen Limba Engleză Paperback – 19 ian 2023
This streamlined edition will provide your students with the additional tools they need to develop their careers in the field.
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Specificații
ISBN-13: 9781292400327
ISBN-10: 1292400323
Pagini: 656
Dimensiuni: 194 x 264 x 24 mm
Greutate: 1.22 kg
Ediția:9. Auflage
Editura: Pearson Education
ISBN-10: 1292400323
Pagini: 656
Dimensiuni: 194 x 264 x 24 mm
Greutate: 1.22 kg
Ediția:9. Auflage
Editura: Pearson Education
Cuprins
PrefaceAcknowledgements Part 1 An introduction to marketing communications
- The scope of marketing communications
- Communication: theory, interactivity and influencers
- Understanding buyer behaviour and improving engagement
- How does marketing communications work?
- Marketing communications: strategies and planning
- Marketing communications: objectives and positioning
- Branding and marketing communications
- Integrated marketing communications
- Budgeting and evaluation Part 3 The marketing communications mix
- Advertising: role, forms and strategy
- Public relations and sponsorship
- Direct marketing and sales promotion
- Brand: placement, experience and packaging
- Content: messages, credibility and creative approaches
- Media: principles, practice and formats
- Media planning: concepts and practices Author indexSubject indexCredits
Notă biografică
Chris Fill BA, MSc. is a Director of Fillassociates and was a Principal Lecturer at the University of Portsmouth. He was also a Fellow and the Senior Examiner for Marketing Communications at the Chartered Institute of Marketing. He has also worked with the Institute of Practitioners in Advertising on special projects.
Having authored over 35 textbooks, and published papers in many leading academic journals, he is recognised internationally for his contribution to marketing communications.
Sarah Turnbull Ph.D., MBA, MSc, FCIM, FHEA, is Professor of Marketing at the University of Portsmouth. Sarah is a Freeman of the Worshipful Company of Marketers and a Fellow of The Chartered Institute of Marketing. Prior to joining academia, she worked in a number of global advertising agencies. Her research on advertising practice and creativity has been published in leading academic and professional journals.
She is an Associate Editor of The Journal of Marketing Management and serves on the Editorial Review Board of the International Journal of Advertising and The Journal of Advertising Education. Sarah is regularly invited to speak about advertising at practitioner and academic events internationally.
Having authored over 35 textbooks, and published papers in many leading academic journals, he is recognised internationally for his contribution to marketing communications.
Sarah Turnbull Ph.D., MBA, MSc, FCIM, FHEA, is Professor of Marketing at the University of Portsmouth. Sarah is a Freeman of the Worshipful Company of Marketers and a Fellow of The Chartered Institute of Marketing. Prior to joining academia, she worked in a number of global advertising agencies. Her research on advertising practice and creativity has been published in leading academic and professional journals.
She is an Associate Editor of The Journal of Marketing Management and serves on the Editorial Review Board of the International Journal of Advertising and The Journal of Advertising Education. Sarah is regularly invited to speak about advertising at practitioner and academic events internationally.