Marketing Communications Contexts, Strategies, and Applications

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, 3 rd 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.Fill, Chris is the author of 'Marketing Communications Contexts, Strategies, and Applications', published 0006 under ISBN 9780273655008 and ISBN 0273655000.