Always Learning
Simply Marketing Communications

Simply Marketing Communications

Chris Fill

Jul 2006, Paperback, 440 pages
ISBN13: 9780273704058
ISBN10: 0273704052
For orders to USA, Canada, Australia, New Zealand or Japan visit your local Pearson website
£48.99
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Simply Marketing Communications offers a concise overview of the principles and practices of this dynamic and exciting subject. Based on Chris Fill’s comprehensive and widely used Marketing Communications: engagement, strategies and practice, this shorter book has much more emphasis on the basic concepts and avoids the use of some of the more complex theoretical frameworks.

The practical and applied focus of this book makes it ideal for students studying Marketing Communications for their Chartered Institute of Marketing diploma and also undergraduates studying the subject as part of a marketing or management degree.

Brief Contents

Part 1 Introduction

Chapter 1 Marketing Communications: an introduction

Chapter 2 Communication: theory, interactivity and people

Chapter 3 Audiences: behaviour, attitudes and decision making

Part 1 Summary:

Review

Questions and Exercises

Cases and Questions

Part 2 Managing Marketing Communications

Chapter 4 Strategy: approaches, integration and planning

Chapter 5 Targeting Audiences: segmentation, targeting, positioning and objectives

Chapter 6 Using Technology: scope, applications and web sites

Part 2 Summary:

Review

Questions and Exercises

Cases and Questions

Part 3 Elements of the Marketing Communication Mix

Chapter 7 Advertising: frameworks, messages and evaluation

Chapter 8 Media: traditional, digital and planning

Chapter 9 Sales Promotion: principles, techniques and evaluation

Chapter 10 Public Relations: approaches, sponsorship and evaluation

Chapter 11 Direct Marketing, Personal Selling and evaluation

Part 3 Summary:

Review

Questions and Exercises

Cases and Questions

Part 4 Industry, Relationships and Operations

Chapter 12 Relationships: value, employees, trust

Chapter 13 Stakeholders: channels, business-to-business and international communications

Chapter 14 The Industry: structure, budgets, remuneration and regulation

Chapter 15 Agency Operations: selection, personnel and practice

Part 4 Summary:

Review

Questions and Exercises

Cases and Questions

  • Real-World mini-cases enable readers to apply theory to practice.
  • Vignettes provide colourful examples of marketing communications in practice.
  • Four colour design with pictures throughout to bring life to the written word.
  • Key text boxes help readers locate relevant material quickly and highlight key issues.

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