Marketing communications : touchpoints, sharing and disruption / Chris Fill and Sarah Turnbull.

• Introduction to marketing communications -- Introducing marketing communications -- Marketing communications : issues, influences and disruption -- Communication: theory and practice -- Classical theories and interpretations of buyer behaviour theory -- Contemporary interpretations of buyer behaviour -- How does marketing communications work? -- Managing marketing communications -- Marketing communications : strategies and planning -- Marketing communications : objectives and positioning -- The communications industry : structure, operations and finance -- Evaluation and metrics -- Branding and marketing communications -- Integrated marketing communications -- The marketing communications mix -- Advertising : role, forms and strategy -- Public relations : principles and practice -- Sponsorship -- Direct marketing and personal selling -- Sales promotion, field marketing and brand experience -- Brand placement, exhibitions, packaging and licensing -- Messages and creativity -- Media: principles and practice -- Digital and other interactive media -- Media planning in a digital age -- Author index -- Subject index.

Ämnesord

Säljfrämjande åtgärder  (sao)

Marknadsföring  (sao)

Kommunikation  (sao)

Märkesvaror  (sao)

Communication in marketing.  (LCSH)

Marketing channels.  (LCSH)

Sales promotion.  (LCSH)

Branding (Marketing)  (LCSH)

Branding (Marketing)  (fast)

Communication in marketing.  (fast)

Marketing channels.  (fast)

Sales promotion.  (fast)

Marketing  (LCSH)

Brand name products  (LCSH)

Communication  (LCSH)

Indexterm och SAB-rubrik

Qblb Marknadsföring

Qbm Reklam och PR (public relations)

Klassifikation

HF5415.123 (LCC)

658.802 (DDC)

Qblb (kssb/8)

Qbm (kssb/8)