Marketing Communications : Interactivity, Communities and Content

Marketing Communications, 5th edition, is an essential resource for Marketing and Business degree students, as well as postgraduates studying for their CIM qualification. The text links theory to practice without overwhelming the reader with references to theories and models It combines breadth of coverage with a student-friendly style, making it the most complete and accessible introduction to Marketing Communications on the marketIt is supported by a full range of online supplements, including PowerPoints, Instructor Manual, student learning objectives and MCQsThe text is structured into 6-parts:Parts 1 and 2 focus on what Marketing Communications is and how it worksParts 3 and 4 look at the practical management and tools of Marketing CommunicationsParts 5 and 6 cover the "special" and emerging relationships of Marketing Communications with the media and other "audiences"

Chris Fill is Principal Lecturer in Marketing and Strategic Management at the University of Portsmouth.

Part 1: Introduction to Marketing CommunicationsAn Introductory Case StudyChapter 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 5Understanding How Customers Process InformationChapter 6Customer Decision-makingChapter 7Marketing, Relationships and CommunicationsChapter 8How Marketing Communications Might WorkPart 3: Managing Marketing CommunicationsChapter 9Integrated Marketing CommunicationsChapter 10Marketing Communications: strategies and planningChapter 11Marketing Communications: objectives and positioningChapter 12Branding and the Role of Marketing CommunicationsChapter 13 Managing Corporate Reputation: Identity and brandingChapter 14 Financial Resources for marketing communicationsChapter 15 Evaluating Marketing CommunicationsPart 4:The Tools of Marketing CommunicationsChapter 16 Advertising and StrategyChapter 17 Messages, Contentand Creative ApproachesChapter 18 Sales Promotion: Principles and TechniquesChapter 19 Public relationsChapter 20SponsorshipChapter 21 Direct MarketingChapter 22 Personal SellingChapter 23Exhibitions, Product Placement, Field Marketing and PackagingPart 5: The Media and Marketing CommunicationsChapter 24Traditional MediaChapter 25Digital MediaChapter 26Interactive Marketing CommunicationsChapter 27Media Behaviour and Planning: delivering the messagePart6: Marketing Communcations for Special AudiencesChapter 28 Marketing Communications Across BordersChapter 29 Business-to-Business Marketing CommunicationsChapter 30 Internal Marketing Communications