Marketing Communications: Contexts, Strategies and Applications - Softcover

Fill, Chris

Softcover

ISBN 10: 0273655000 ISBN 13: 9780273655008

Publisher: Financial Times/ Prentice Hall, 2001

Synopsis

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.

About this title

Review

"The Butterworth-Heinemann CIM Coursebooks have become an integral part of our blended learning approach to delivering marketing qualifications. They are well aligned to the syllabus laid down by the Professional Institute showing the cross-referencing of chapters to the relevant syllabus areas, which indeed is a critical factor when attempting to study using the continuous assessment mode offered by the CIM. They are concise, easy to read, and well structured. Many of our students have commented upon what an asset these have been to the study programme."

Martin Hutchins, Director, Cambridge Professional Academy Ltd (www.profacademy.com).

"Here in Dubai, we have delivered CIM courses for the past five years and ten intakes. 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 Emirates

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.

Edition details

• Publisher: Financial Times/ Prentice Hall
• Publication date: 2001
• ISBN 10: 0273655000
• ISBN 13: 9780273655008
• Binding: Paperback
• Language: English
• Edition number: 3
• Number of pages: 840