Marketing Communications: Touchpoints, sharing and disruption, 8th Edition

Complete eTextbook Content:
Publisher’s acknowledgements
Part 1. Introduction to marketing communications
1. Introducing marketing communications
2. Marketing communications: issues, influences and disruption
3. Communication: theory and practice
4. Classical theories and interpretations of buyer behaviour
5. Contemporary interpretations of buyer behaviour
6. How does marketing communications work?
Part 2. Managing marketing communications
7. Marketing communications: strategies and planning
8. Marketing communications: objectives and positioning
9. The communications industry: structure, operations and finance
10. Evaluation and metrics
11. Branding and marketing communications
12. Integrated marketing communications
Part 3. The marketing communications mix
13. Advertising: role, forms and strategy
14. Public relations: principles and practice
15. Sponsorship
16. Direct marketing and personal selling
17. Sales promotion, field marketing and brand experience
18. Brand placement, exhibitions, packaging and licensing
19. Messages and creativity
20. Media: principles and practice
21. Digital and other interactive media
22. Media planning in a digital age
Author index
Subject index

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Name: Marketing Communications: Touchpoints, sharing and disruption, 8th Edition
Author: Chris Fill, Sarah Turnbull
Edition: 8
ISBN-10: 1292234970
ISBN-13: 978-1292234977
Type: eTextbook

This is a eBook for the actual textbook of Marketing Communications: Touchpoints, sharing and disruption, 8th Edition, by Chris Fill, Sarah Turnbull.

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