Publisher's Synopsis
Using theoretical frameworks and a wealth of examples to encourage students to adopt an analytical and reflective approach to the subject, "Marketing Communications: Engagements, Strategies, and Practice, Fourth Edition", is an ideal text. "Well written, erudite, scholarly and academically robust, this text offers clear operational insight into industry relationships, current practices and methodology. This book is ideal for the aspirant practitioner and marketing communications student alike. - Peter Farror Westminster Business School, The University of Westminster. Geared toward students studying Marketing or Business Studies at the undergraduate level and post-graduate students on Marketing related programmes, the book is essential reading for participants in the Chartered Institute of Marketing (CIM) Diploma module on Marketing Communications. "Chris Fill provides a comprehensive and easy to access text dedicated to Marketing Communications. With excellent conceptual and theoretical underpinnings this text supported by a strong systematic structure and a wide range of European examples." Geraldine Cohen - Brunel Business School, Brunel University.;Unlike many other texts on the subject that just describe how to do marketing, "Marketing Communications: Engagements, Strategies and Practice, Fourth Edition", provides the "why" behind marketing communications with a variety of perspectives. "Covering the main aspects of communication both in B2C and B2B environments, raising the ethical issues and providing relevant case studies, this book is a useful tool for students, teachers as well as for practitioners eager to know more about Marketing Communications." - Claude Pecheux - The Catholic University of Mons. New to this edition: Completely updated, this edition is reorganised in 5 parts. Part 1 - Introduction to marketing communications; Part 2 - Understanding how marketing communications works; Part 3 - Strategies and planning; Part 4 - The marketing communications mix: disciplines and applications; Part 5 - Marketing communications for special audiences. It also has a comprehensive website. Enhance your teaching/learning with materials available on the Companion Website.;"Marketing Communications On Line Study Guide" provides approximately 30 extra hours of enrichment materials including video vignettes, interactive questions, and self-study quizzes. "This book should be regarded as the book on marketing communications. It is a valuable and valued resource for students of marketing communications - on both academic and professional programmes. Its accessible style and breadth of issues and illustrations will enliven the study of this fascinating subject area. Buy this book - and read it!" - Dr Janine Dermody, Deputy Director - CeReS, University of Gloucestershire Business School, UK. Chris Fill is Principal Lecturer in Marketing and Strategic Management at the University of Portsmouth. He is also the Senior Examiner for the Marketing Communications module offered by the Chartered Institute of Marketing on the Postgraduate Diploma Programme. His book, "Business-to-Business Marketing: Relationships, Systems and Communications", co-authored with Karen Fill, is also published by Pearson Education.
