Marketing Communications : Touchpoints, Sharing And Disruption /: Touchpoints, Sharing And Disruption. (2019)

• Record Type: Book
• Further Information: Note: Chris Fill, Sarah Turnbull.
• Authors: Fill, Chris; Turnbull, Sarah
• Contents: Preface xxi Acknowledgements Publisher's acknowledgements Part 1 Introduction to marketing communications 1 Introducing marketing communications 2 Marketing communications: issues, influences and disruption 3 Communication: theory and practice 4 Classical theories and interpretations of buyer behaviour 5 Contemporary interpretations of buyer behaviour 6 How does marketing communications work? Part 2 Managing marketing communications 7 Marketing communications: strategies and planning 8 Marketing communications: objectives and positioning 9 The communications industry: structure, operations and finance 10 Evaluation and metrics 11 Branding and marketing communications 12 Integrated marketing communications Part 3 The marketing communications mix 13 Advertising: role, forms and strategy 14 Public relations: principles and practice 15 Sponsorship 16 Direct marketing and personal selling 17 Sales promotion, field marketing and brand experience 18 Brand placement, exhibitions, packaging and licensing 19 Messages and creativity 20 Media: principles and practice 21 Digital and other interactive media 22 Media planning in a digital age Author index Subject index.
• Edition: Eighth edition
• Publisher Details: Harlow : Pearson
• Publication Date: 2019
• Copyright Date: 2019
• Extent: 1 online resource (816 pages)
• Subjects: Sales & marketing management; Business communication & presentation; Sales & marketing
• Languages: English
• ISBNs: 9781292235004; 1292235004
• Related ISBNs: 9781292234977
• 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.