Marketing Communications: Contexts, Contents and Strategies

by Chris Fill

Marketing Communications seeks to provide an academic perspective, enabling both practitioners and students to consider the subject from a more critical and analytical position. Marketing and corporate communications are considered as a form of organisational communication activity, using relationship marketing principles as the base. Recommended for use on undergraduate marketing units and postgraduate programmes where marketing/corporate communications units are offered. Also essential for CIM Diploma students studying for the Marketing Communications Strategy unit. *New chapters on evaluating advertising, sponsorship, direct marketing, integrated marketing communications, internal marketing communications, developing marketing communications plans, ethics, cross-border communications. *Integrates aspects of strategic management. *Explains the context in which many promotional decisions are made. *Offers a framework for the practical development of marketing communication strategy.

560 pages, Paperback

Published January 1, 1999