Marketing Communications, 5th edition is the most complete and accessible introduction to marketing communications on the market. It combines breadth of coverage with a student-friendly style; and is an essential resource for Marketing and business degree students studying Marketing modules at undergraduate and postgraduate level. This new edition has an exciting and modern new design and is structured into 6-parts: the first 2 sections focus on what Marketing Communications is and how it works; Parts 3 and 4 look at the practical management and tools of Marketing Communications; and, new to this edition, Part 5 covers its emerging relationships with the media. Finally part 6 covers its connection to special audiences. Offered with this new 5th edition at www.pearsoned.co.uk/fill are podcasts by the author, video cases that accompany each part, and direction to key adademic papers in marketing communications. Students and tutors can also share their marketing communications essays, thoughts, ideas, and favourite campaigns and papers.
Part 1: Introduction to Marketing Communications An Introductory Case Study Chapter 1. An Introduction to Marketing Communications Chapter 2. Communication Theory Chapter 3. The Marketing Communications Industry Chapter 4. Ethics in Marketing Communications Part 2: Understanding How Marketing Communications Works Chapter 5. Understanding How Customers Process Information Chapter 6. Customer Decision-making Chapter 7. Marketing, Relationships and Communications Chapter 8. How Marketing Communications Might Work Part 3: Managing Marketing Communications Chapter 9. Integrated Marketing Communications Chapter 10. Marketing Communications: strategies and planning Chapter 11. Marketing Communications: objectives and positioning Chapter 12. Branding and the Role of Marketing Communications Chapter 13. Managing Corporate Reputation: identity and branding Chapter 14. Financial Resources for Marketing Communications Chapter 15. Evaluating Marketing Communications Part 4: The Tools of Marketing Communications Chapter 16. Advertising and Strategy Chapter 17. Messages, Content and Creative Approaches Chapter 18. Sales Promotion: principles and techniques Chapter 19. Public Relations Chapter 20. Sponsorship Chapter 21. Direct Marketing Chapter 22. Personal Selling Chapter 23. Exhibitions, Product Placement, Field Marketing and Packaging Part 5: The Media and Marketing Communications Chapter 24. Traditional Media Chapter 25. Digital Media Chapter 26. Interactive Marketing Communications Chapter 27. Media Behaviour and Planning: delivering the message Part 6: Marketing Communications for Special Audiences Chapter 28. Marketing Communications Across Borders Chapter 29. Business-to-Business Marketing Communications Chapter 30. Internal Marketing Communications
