Marketing Communications: Engagement, Strategies and Practice - Softcover

Fill, Chris

Softcover

ISBN 10: 0273687727 ISBN 13: 9780273687726

Publisher: Financial Times/ Prentice Hall, 2006

Synopsis

Marketing Communications: engagement, strategies and practice uses theoretical frameworks and a wealth of examples to encourage students to adopt an analytical and reflective approach to the subject.   Unlike most competing texts that describe the ‘How’ behind Marketing Communications, this book provides the ‘Why’ behind Marketing Communications.

This book is suitable 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 Professional Diploma module, Marketing Communications.

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

 Back Cover Copy- Chris Fill, Marketing Communications: engagements, strategies, and practice, 4e

Using theoretical frameworks and a wealth of examples to encourage students to adopt an analytical and reflective approach to the subject, Marketing Communications: engagements, strategies, and practice, Fourth Edition, is an ideal text.

"Well written, erudite, scholarly and academically robust, this text offers clear operational insight into industry relationships, current practices and methodology. This book is ideal for the aspirant practitioner and marketing communications student alike."

Peter Farror – Westminster Business School, The University of Westminster

Geared toward students studying Marketing or Business Studies at the undergraduate level and post-graduate students on Marketing related programmes, the book is essential reading for participants in the Chartered Institute of Marketing (CIM) Diploma module on Marketing Communications.

"Chris Fill provides a comprehensive and easy to access text dedicated to Marketing Communications. With excellent conceptual and theoretical underpinnings this text supported by a strong systematic structure and a wide range of European examples."

Geraldine Cohen – Brunel Business School, Brunel University

Unlike many other texts on the subject that just describe how to do marketing, Marketing Communications: engagements, strategies and practice, Fourth Edition, provides the “why” behind marketing communications with a variety of perspectives.

 

"Covering the main aspects of communication both in B2C and B2B environments, raising the ethical issues and providing relevant case studies, this book is a useful tool for students, teachers as well as for practitioners eager to know more about Marketing Communications."

Claude Pecheux – The Catholic University of Mons

NEW TO THIS EDITION!

Completely updated, this edition is reorganised in 5 parts.

Part 1            Introduction to marketing communications

Part 2            Understanding how marketing communications works

Part 3            Strategies and planning

Part 4            The marketing communications mix: disciplines and applications

Part 5            Marketing communications for special audiences

COMPREHENSIVE WEBSITE

Enhance your teaching/learning with materials available on the Companion Website. Visit www.pearsoned.co.uk/fill to access an Instructor’s Manual, Power Point Slides, links to other sites and more!

NEW! MARKETING COMMUNICATIONS ON LINE STUDY GUIDE

 This study guide provides approximately 30 extra hours of enrichment materials including video vignettes, interactive questions, and self-study quizzes. To find out more, contact your local Pearson sales representative.

"This book should be regarded as THE book on marketing communications. It is a valuable and valued resource for students of marketing communications – on both academic and professional programmes. Its accessible style and breadth of issues and illustrations will enliven the study of this fascinating subject area. Buy this book – and read it!"

Dr Janine Dermody, Deputy Director - CeReS, University of Gloucestershire Business School, UK

Chris Fill is Principal Lecturer in Marketing and Strategic Management at the University of Portsmouth. He is also the Senior Examiner for the Marketing Communications module offered by the Chartered Institute of Marketing on the Postgraduate Diploma Programme. His book, Business-to-Business Marketing: Relationships, Systems and Communications, co-authored with Karen Fill, is also published by Pearson Education.

Edition details

• Publisher: Financial Times/ Prentice Hall
• Publication date: 2006
• ISBN 10: 0273687727
• ISBN 13: 9780273687726
• Binding: Paperback
• Language: English
• Edition number: 4
• Number of pages: 952