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Marketing communications : touchpoints, sharing and disruption / Chris Fill and Sarah Turnbull.

By: Contributor(s): Material type: TextLanguage: English Publisher: Harlow : Pearson, 2019Edition: Eighth editionDescription: xli, 775 sidor illustrationer 27 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9781292234977
  • 1292234970
Subject(s): DDC classification:
  • 658.802 23/swe
Contents:
Introduction to marketing communications -- Introducing marketing communications -- Marketing communications : issues, influences and disruption -- Communication: theory and practice -- Classical theories and interpretations of buyer behaviour theory -- Contemporary interpretations of buyer behaviour -- How does marketing communications work? -- Managing marketing communications -- Marketing communications : strategies and planning -- Marketing communications : objectives and positioning -- The communications industry : structure, operations and finance -- Evaluation and metrics -- Branding and marketing communications -- Integrated marketing communications -- The marketing communications mix -- Advertising : role, forms and strategy -- Public relations : principles and practice -- Sponsorship -- Direct marketing and personal selling -- Sales promotion, field marketing and brand experience -- Brand placement, exhibitions, packaging and licensing -- Messages and creativity -- Media: principles and practice -- Digital and other interactive media -- Media planning in a digital age -- Author index -- Subject index.
Holdings
Cover image Item type Current library Home library Collection Shelving location Call number Materials specified Vol info URL Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Course book reference Högskolan Väst Övre plan / Upper floor 658.802 Fill Läses i biblioteket 6004300072042
Course book Högskolan Väst Övre plan / Upper floor 658.802 Fill Available 6004300072041
Total holds: 0

Revised edition of Marketing communications, 2016.

Introduction to marketing communications -- Introducing marketing communications -- Marketing communications : issues, influences and disruption -- Communication: theory and practice -- Classical theories and interpretations of buyer behaviour theory -- Contemporary interpretations of buyer behaviour -- How does marketing communications work? -- Managing marketing communications -- Marketing communications : strategies and planning -- Marketing communications : objectives and positioning -- The communications industry : structure, operations and finance -- Evaluation and metrics -- Branding and marketing communications -- Integrated marketing communications -- The marketing communications mix -- Advertising : role, forms and strategy -- Public relations : principles and practice -- Sponsorship -- Direct marketing and personal selling -- Sales promotion, field marketing and brand experience -- Brand placement, exhibitions, packaging and licensing -- Messages and creativity -- Media: principles and practice -- Digital and other interactive media -- Media planning in a digital age -- Author index -- Subject index.

Imported from: zcat.oclc.org:210/OLUCWorldCat (Do not remove)