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Marketing communications : interactivity, communities and content

Author: Chris Fill
Publisher: Harlow, England ; New York : Prentice Hall/Financial Times, 2009.
Edition/Format:   Print book : English : 5th edView all editions and formats
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Chris Fill
ISBN: 9780273717225 0273717227
OCLC Number: 263498380
Description: xxxvii, 558 pages : color illustrations ; 27 cm
Contents: Part 1: Introduction to Marketing CommunicationsAn Introductory Case Study Chapter 1. An Introduction to Marketing CommunicationsChapter 2. Communication TheoryChapter 3. The Marketing Communications IndustryChapter 4. Ethics in Marketing CommunicationsPart 2: Understanding How Marketing Communications WorksChapter 5. Understanding How Customers Process InformationChapter 6. Customer Decision-makingChapter 7. Marketing, Relationships and Communications Chapter 8. How Marketing Communications Might Work Part 3: Managing Marketing CommunicationsChapter 9. Integrated Marketing Communications Chapter 10. Marketing Communications: strategies and planningChapter 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 CommunicationsChapter 15. Evaluating Marketing CommunicationsPart 4: The Tools of Marketing Communications Chapter 16. Advertising and StrategyChapter 17. Messages, Content and Creative ApproachesChapter 18. Sales Promotion: principles and techniquesChapter 19. Public RelationsChapter 20. SponsorshipChapter 21. Direct MarketingChapter 22. Personal SellingChapter 23. Exhibitions, Product Placement, Field Marketing and Packaging Part 5: The Media and Marketing CommunicationsChapter 24. Traditional Media Chapter 25. Digital MediaChapter 26. Interactive Marketing CommunicationsChapter 27. Media Behaviour and Planning: delivering the message Part 6: Marketing Communications for Special AudiencesChapter 28. Marketing Communications Across BordersChapter 29. Business-to-Business Marketing CommunicationsChapter 30. Internal Marketing Communications
Responsibility: Chris Fill.

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