Chris Fill,
Sarah Turnbull
Marketing Communications
Paperback Engels 2026 10e druk 9781292749167Verwacht op 25-11-2026
Samenvatting
Marketing Communications explores how and why organisations use marketing communications to build brands and sell products. Drawing on multiple theories and frameworks, the authors consider strategies for audience engagement alongside the perspectives of brands, agencies and practitioners worldwide. Case studies—many award-winning—tell the stories of marketing campaigns for well-known brands, both in the UK and internationally.
The 10th Edition was thoroughly revised to reflect the changes and disruptors shaping modern marketing. It examines how technology is reshaping promotional channels, organisational structure, and buyer behaviour and expectations.
Specificaties
ISBN13:9781292749167
Taal:Engels
Bindwijze:paperback
Uitgever:Pearson
Druk:10
Verschijningsdatum:16-11-2026
Hoofdrubriek:Management
Inhoudsopgave
1. The scope of marketing communications
2. How marketing communications works: theory and models
3. Integrated marketing communications
4. Understanding audiences
5. The marketing communications planning framework (MCPF)
6. Marketing communications: objectives and positioning
7. Budgeting and evaluation
8. The marketing communications mix
9. Public relations and sponsorship
10. Direct marketing and sales promotion
11. Personal selling, word-of-mouth and influencer marketing
12. Brand: placement, experience and packaging
13. Content: messages, credibility and creative approaches
14. Media: principles, practice and formats
15. Media planning: concepts and practices
2. How marketing communications works: theory and models
3. Integrated marketing communications
4. Understanding audiences
5. The marketing communications planning framework (MCPF)
6. Marketing communications: objectives and positioning
7. Budgeting and evaluation
8. The marketing communications mix
9. Public relations and sponsorship
10. Direct marketing and sales promotion
11. Personal selling, word-of-mouth and influencer marketing
12. Brand: placement, experience and packaging
13. Content: messages, credibility and creative approaches
14. Media: principles, practice and formats
15. Media planning: concepts and practices
Rubrieken
- advisering
- algemeen management
- coaching en trainen
- communicatie en media
- economie
- financieel management
- inkoop en logistiek
- internet en social media
- it-management / ict
- juridisch
- leiderschap
- marketing
- mens en maatschappij
- non-profit
- ondernemen
- organisatiekunde
- personal finance
- personeelsmanagement
- persoonlijke effectiviteit
- projectmanagement
- psychologie
- reclame en verkoop
- strategisch management
- verandermanagement
- werk en loopbaan