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Fill, Chris.

Marketing communications: discovery, creation and conversations. / Chris Fill and Sarah Turnbull - 7th ed. - New York: Pearson Education Ltd, 2016. - xxxvi, 724 p.: ill;

Includes bibliographical references and index.

Contents: 1. Introduction to marketing communications: Introducing marketing communications -- Communications: forms and conversations -- Audience insight: information processing and behaviour -- How marketing communications work -- 2. Managing marketing communications: Marketing commutations: strategy and planning -- Marketing commutations: objectives and positioning -- The communications industry: structure, operations and finance -- Evaluation and metrics -- Branding and marketing communications -- Integrated marketing communications -- 3. 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 -- Social, search and other interactive media -- Media planning: reaching audiences --




ISBN: 9781292092614

Subjects--Topical Terms:
Communication in marketing.
Marketing channels.
Sales promotion.

LC Class. No.: HF5415.123.F55