Marketing Communications : Interactivity, Communities and Content
ISBN: 9780273717225 | 0273717227
Edition: 5thFormat: Paperback
Publisher: Prentice Hall
Pub. Date: 8/3/2010
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Marketing Communications, 5th edition is the most complete and accessible introduction to marketing communications on the market. Itcombines breadth of coverage with a student-friendly style; and is an essential resourcefor Marketingand business degree students studying Marketing modules at undergraduateand postgraduate level.This new editionhas an exciting and modern new design and is structured into6-parts: the first2sections focus on what Marketing Communications is and how it works; Parts 3 and 4 look at the practical management and tools o... MORE
Part 1: Introduction to Marketing CommunicationsAn Introductory Case StudyChapter 1 An Introduction to Marketing CommunicationsChapter 2 Communication TheoryChapter 3 The Marketing Communications IndustryChapter 4 Ethics in Marketing CommunicationsPart 2: Understanding How Marketing Communications WorksChapter 5Understanding How Customers Process InformationChapter 6Customer Decision-makingChapter 7Marketing, Relationships and CommunicationsChapter 8How Marketing Communications Might WorkPart 3: Managing Marketing CommunicationsChapter 9Integra... MORE
Chris Fill is Principal Lecturer in Marketing and Strategic Management at the University of Portsmouth.
