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Relied upon by undergraduates and CIM students, this is an essential text just got even better in the new enhanced media edition. This includes a new chapter on e-communications, interviews with Chris Fill to introduce each part of the book, further video interviews with real marketing managers who show how the theory works in the real world.
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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
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.
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Book Description Prentice Hall, Lebanon, Indiana, U.S.A., 2008. Soft cover. Condition: New. 4th Edition. Good, clean, tight, unread copy. Seller Inventory # E00835