The first part of the book explores the core concepts associated with communication and audience behaviour. The second considers issues linked with managing marketing communications campaigns and activities. And the third part considers the tools, media and messages that make up the marketing communications mix. The material on the companion website includes podcasts, multiple-choice questions and a glossary.
This fifth edition of an introductory marketing textbook covers topics such as marketing communications, strategies and planning, disciplines and applications and marketing communications for special audiences.
Linked to an online resource centre and instructor's DVD, this textbook introduces the basic principles of marketing. It includes numerous contemporary case studies, chapter summaries and review questions.
"Geared toward students studying Marketing or Business Studies at the undergraduate level and post-graduate students on marketing-related programmes, this book is essential reading for participants in the Chartered Institute of Marketing (CIM) Diploma module on Marketing Communications." "Unlike many other texts on the subject that just describe how-to-do marketing, Marketing Communications: engagement, strategies and practice, Fourth Edition, provides the 'why' behind marketing communications with a variety of perspectives."--BOOK JACKET.
This title seeks to provide a suitably consistant appraisal of the ever-expanding world of marketing communications. The two main themes running through the text concern relationship marketing and integrated communications.