Marketing Communications Interactivity, Communities and Content

ISBN-10: 0273717227
ISBN-13: 9780273717225
Authors: Chris Fill
List price: $137.00

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Author bio:

Chris Fill is Principal Lecturer in Marketing and Strategic Management at the University of Portsmouth. In addition, he is a Senior Examiner at the Chartered Institute of Marketing and is currently responsible for the Marketing Communications module on the Professional Diploma. Chris is author of Marketing Communications: Interactivity, Communities and Content (now in its fifth edition), published by Pearson Education.


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Product details

Binding: Paperback Publisher: Prentice Hall PTR Number of pages: 1000 Dimensions: 7.50" wide x 10.25" long x 1.25" tall Weight: 4.092 lbs.

Table of contents

Part 1: Introduction to Marketing CommunicationsAn Introductory Case StudyChapter 1 An Introduction to Marketing CommunicationsChapter 2 Communication TheoryChapter 3 The Marketing Communications IndustryChapter 4 Ethics in Marketing CommunicationsPart 2: Understanding How Marketing Communications WorksChapter 5 Understanding How Customers Process InformationChapter 6 Customer Decision-makingChapter 7 Marketing, Relationships and CommunicationsChapter 8 How Marketing Communications Might WorkPart 3: Managing Marketing CommunicationsChapter 9 Integrated Marketing CommunicationsChapter 10 Marketing Communications: strategies and planningChapter 11 Marketing Communications: objectives and…