Marketing communications: discovery, creation and conversations. / Chris Fill and Sarah Turnbull
Material type: TextPublisher: New York: Pearson Education Ltd, 2016Edition: 7th edDescription: xxxvi, 724 p.: illISBN: 9781292092614Subject(s): Communication in marketing | Marketing channels | Sales promotionLOC classification: HF5415.123.F55Item type | Current location | Home library | Call number | Copy number | Status | Date due | Barcode |
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Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF5415.123.F55(7e) (Browse shelf) | 1 | Available | K/1552/1552/19 | |
Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF5415.123.F551(7e) (Browse shelf) | 2 | Available | K/2207/2207/19 | |
Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF5415.123.F552(7e) (Browse shelf) | 3 | Available | K/2208/2208/19 | |
Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF5415.123.F553(7e) (Browse shelf) | 4 | Available | K/2209/2209/19 |
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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 --
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