Essentials of marketing communications. (2011)

• Record Type: Book
• Further Information: Note: Chris Fill.
• Other Names: Fill, Chris
• Contents: Part One: Introduction to Marketing Communications -- Chapter 1. The Scope of Marketing Communications -- Chapter 2.Communication: interactivity & conversations -- Chapter 3. Audiences: attitudes, behaviour & decision making -- Part Two. Managing Marketing Communications -- Chapter 4. Strategies, objectives and positioning -- Chapter 5. Integration and Planning -- Chapter 6. Branding, Budgeting & Evaluation -- Chapter 7. Agencies: Practice, Regulation & International Communications -- Chapter 8. Shaping Relationships with Marketing Communications -- Part Three. The Marketing Communications Mix -- Chapter 9. Advertising -- Chapter 10. Public Relations and Sponsorship -- Chapter 11. Direct Marketing and Personal Selling -- Chapter 12. Sales Promotion, Exhibitions and Product Placement -- Chapter 13. Media: conventional and digital -- Chapter 14. Interactive Marketing Communications -- Chapter 15. Content: credibility, messages and creative approaches.
• Publisher Details: Harlow : Financial Times Prentice Hall
• Publication Date: 2011
• Extent: 1 online resource
• Subjects: 658.8/02; Communication in marketing; BUSINESS & ECONOMICS -- Industrial Management; BUSINESS & ECONOMICS -- Management; BUSINESS & ECONOMICS -- Management Science; BUSINESS & ECONOMICS -- Organizational Behavior; Communication in marketing; Electronic books; Electronic resource; Electronic books
• Languages: English
• ISBNs: 9780273738459; 0273738453
• Related ISBNs: 0273738445; 9780273738442; 1283173301; 9781283173308
• Notes: Note: Includes bibliographical references and index.; Note: Print version record.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.