MTU Library Catalogue

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Simply marketing communications / Chris Fill.

By: Fill, Chris.
Material type: materialTypeLabelBookPublisher: London : FT Prentice Hall, 2006Description: xxiii, 410 p. ; 27 cm. + pbk.ISBN: 0273704052; 9780273704058.Subject(s): Communication in marketing | Marketing channels | Sales promotionDDC classification: 658.802
Contents:
Part 1: Introduction -- Marketing communications: an introduction -- Communication: theory, interactivity and people -- Audiences: behaviour, attitudes and decision-making -- Part 1 summary -- Part 2: Managing marketing communications -- Strategy: approaches, integration and planning -- Targeting audiences: segmentation, targeting, positioning and objectives -- Using technology: scope, applications and websites -- Part 2 summary -- Part 3: Elements of the marketing communications mix -- Advertising: frameworks, messages and evaluation -- Media: traditional, digital and planning -- Sales promotion: principles, techniques and evaluation -- Public relations and sponsorship -- Direct marketing, personal selling and evaluation -- Part 3 summary -- Part 4: Industry, relationships and operations -- Relationships: value, loyalty and trust -- Stakeholders: channels business-to-business and international communications -- The industry: structure, budgets and control -- Agency operations: selection, personnel and practice -- Part 4: summary.
Holdings
Item type Current library Call number Copy number Status Barcode
General lending MTU Bishopstown Library Lending 658.802 (Browse shelf(Opens below)) 1 Available 00113226
General lending MTU Bishopstown Library Lending 658.802 (Browse shelf(Opens below)) 1 Available 00113227
General lending MTU Bishopstown Library Lending 658.802 (Browse shelf(Opens below)) 1 Available 00113228
General lending MTU Bishopstown Library Lending 658.802 (Browse shelf(Opens below)) 1 Available 00113229
General lending MTU Bishopstown Library Lending 658.802 (Browse shelf(Opens below)) 1 Available 00113230
Total holds: 0

Enhanced descriptions from Syndetics:

Simply Marketing Communications offers a concise overview of the principles and practices of this dynamic and exciting subject. Based on Chris Fill's comprehensive and widely used Marketing Communications: engagement, strategies and practice, this shorter book has much more emphasis on the basic concepts and avoids the use of some of the more complex theoretical frameworks.

The practical and applied focus of this book makes it ideal for students studying Marketing Communications for their Chartered Institute of Marketing diploma and also undergraduates studying the subject as part of a marketing or management degree.

Includes bibliographical references and indexes.

Part 1: Introduction -- Marketing communications: an introduction -- Communication: theory, interactivity and people -- Audiences: behaviour, attitudes and decision-making -- Part 1 summary -- Part 2: Managing marketing communications -- Strategy: approaches, integration and planning -- Targeting audiences: segmentation, targeting, positioning and objectives -- Using technology: scope, applications and websites -- Part 2 summary -- Part 3: Elements of the marketing communications mix -- Advertising: frameworks, messages and evaluation -- Media: traditional, digital and planning -- Sales promotion: principles, techniques and evaluation -- Public relations and sponsorship -- Direct marketing, personal selling and evaluation -- Part 3 summary -- Part 4: Industry, relationships and operations -- Relationships: value, loyalty and trust -- Stakeholders: channels business-to-business and international communications -- The industry: structure, budgets and control -- Agency operations: selection, personnel and practice -- Part 4: summary.

Table of contents provided by Syndetics

  • Part 1 Introduction
  • Chapter 1 Marketing Communications: an introduction
  • Chapter 2 Communication: theory, interactivity and people
  • Chapter 3 Audiences: behaviour, attitudes and decision making
  • Part 1 Summary Review Questions and Exercises Cases and Questions
  • Part 2 Managing Marketing Communications
  • Chapter 4 Strategy: approaches, integration and planning
  • Chapter 5 Targeting Audiences: segmentation, targeting, positioning and objectives
  • Chapter 6 Using Technology: scope, applications and web sites
  • Part 2 Summary Review Questions and Exercises Cases and Questions
  • Part 3 Elements of the Marketing Communication Mix
  • Chapter 7 Advertising: frameworks, messages and evaluation
  • Chapter 8 Media: traditional, digital and planning
  • Chapter 9 Sales Promotion: principles, techniques and evaluation
  • Chapter 10 Public Relations: approaches, sponsorship and evaluation
  • Chapter 11 Direct Marketing, Personal Selling and evaluation
  • Part 3 Summary Review Questions and Exercises Cases and Questions
  • Part 4 Industry, Relationships and Operations
  • Chapter 12 Relationships: value, employees, trust
  • Chapter 13 Stakeholders: channels, business-to-business and international communications
  • Chapter 14 The Industry: structure, budgets, remuneration and regulation
  • Chapter 15 Agency Operations: selection, personnel and practice
  • Part 4 Summary Review Questions and Exercises Cases and Questions