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AuthorFill, Chris
TitleMarketing communications : contexts, strategies and applications / Chris Fill
Imprint Harlow, England : Financial Times/Prentice Hall, c2002
Edition 3rd ed
Descript xxxii, 790 p. : ill


An introduction to marketing communications -- Communication theory -- Understanding how customers process information -- Customer decision-making -- Purpose and audiences -- Ethics in marketing communications -- Internal marketing communications -- Financial resources -- Environmental influences on marketing communications -- Stakeholders, supply chain and interorganisational relationships -- The communications industry -- Marketing communication strategies and planning -- Promotional objectives and positioning -- Branding and the role of marketing communications -- Business-to-business marketing communications -- Corporate identity and reputation -- Marketing communications across borders -- Interactive communication strategy -- Integrated marketing communications -- Advertising: how it might work -- Advertising messages and creative approaches -- Mediaand media planning - delivering the message -- sales promotion -- Sales promotion techniques -- On-line marketing communications -- Public relations -- Sponsorship -- Direct marketing -- Personal selling -- Exhibitions, packaging and field marketing -- Evaluating marketing communications

Communication in marketing Marketing channels Sales promotion

Sasin Library658.802 F484M 2002CHECK SHELVES

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