Marketing Communications

Fülszöveg

' " It»;«'.-».',".v • i i| i
SIXTH EDITION
MARKETING COMMUNICATIONS
brands, experiences and participation CHRIS FILL
'This book has always been the definitive marketing communications "authority" — but this new edition has
capitalised on the increasing dynamism in the communications industry and really delivered the goods. This sixth edition offers an exciting and authoritative text which stimulates the reader and explores the most crucial contemporary issues in the fast-changing world of marketing communications.' Professor Ruth Ashford, CIM Senator and Pro Vice Chancellor and Dean of Faculty of Business and Law, Manchester Metropolitan University
'This is a superb text that covers the core subject area as well as contemporary developments that have impacted companies and consumers. Students will find this book interesting to read, with many relevant case studies, vignettes, figures and diagrams that provide clear connections between theory and practice.' Professor T.C.... Tovább

Fülszöveg

' " It»;«'.-».',".v • i i| i
SIXTH EDITION
MARKETING COMMUNICATIONS
brands, experiences and participation CHRIS FILL
'This book has always been the definitive marketing communications "authority" — but this new edition has
capitalised on the increasing dynamism in the communications industry and really delivered the goods. This sixth edition offers an exciting and authoritative text which stimulates the reader and explores the most crucial contemporary issues in the fast-changing world of marketing communications.' Professor Ruth Ashford, CIM Senator and Pro Vice Chancellor and Dean of Faculty of Business and Law, Manchester Metropolitan University
'This is a superb text that covers the core subject area as well as contemporary developments that have impacted companies and consumers. Students will find this book interesting to read, with many relevant case studies, vignettes, figures and diagrams that provide clear connections between theory and practice.' Professor T.C. Melewar, PhD, Professor of Marketing and Strategy, Middlesex University
In addition to an extensive theoretical foundation, the sixth edition of Marketing Communications provides readers with a strongly applied perspective of this rapidly changing and fascinating discipline. Using case studies and examples of brands from around the world, plus invaluable support from the Institute of Practitioners in Advertising, this book provides a unique blend of the theory and practice of brand communications.
An instructor's manual and PowerPoint slides are provided for lecturers and there are multiple-choice questions and weblinks for students available at www.pearsoned.co.uk/fill.
Chris Fill's book continues to be the definitive text for undergraduate and postgraduate students in marketing, business studies and other marketing-related programmes. It is also recognised as an invaluable complement for professional students, including those studying with the Chartered Institute of Marketing.
ABOUT THE AUTHOR
Chris Fill, BA, MSc, FCIM, is a Director of Fiilassociates. He works with lecturers and students at business schools in the UK and in Europe, is an Advisory Professor at Poitiers Business School, works with the Institute of Practitioners in Advertising and is a Fellow and former Senior Examiner at the Chartered Institute of Marketing. He has authored over 30 textbooks, published papers in many leading academic !ournals, and is internationally recognised tor his contribution to marketing communications. www.flllassociates.co.uk
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