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Marketing Communications: Contexts, Strategies and Applications, 3rd Edition
, uses theoretical frameworks and a wealth of examples to encourage students to adopt an analytical and reflective approach to this subject. With a primarily academic orientation, three sections cover contextual issues, strategy and the elements of the promotional mix. Relationship marketing concepts underpin the integrated approach to communications.
New to this edition:
All chapters have been updated plus
Business-to- business marketing communications; Branding and the role of marketing communications; Interactive communications strategy; Online marketing communications; Marketing communication strategy and planning; Evaluation of marketing communications; Exhibitions, packaging and field marketing.
Marketing Communications: Contexts, Strategies and Applications, 3rd Edition, is recommended for students studying Marketing or Business Studies at undergraduate level, postgraduate students on Marketing related programmes, and it is the essential text for those studying the Chartered Institute of Marketing (CIM) Diploma module, Integrated Marketing Communications (IMC).
For students:
A companion web-site for this text provides:
For tutors:
Instructors Manual to download containing:
All found at www.booksites.net/fill
Chris Fill is Principal Lecturer in Marketing and Strategic Management at the University of Portsmouth. He is also the Senior Examiner for the Integrated Marketing Communications module offered by the Chartered Institute of Marketing on their Postgraduate Diploma programme.
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