Table of Contents

• Part One        Introduction to Marketing Communications
• Chapter 1        The Scope of Marketing Communications
• Chapter 2        Communication: interactivity & conversations
• Chapter 3        Audiences: attitudes, behaviour & decision making
• Part Two       Managing Marketing Communications
• Chapter 4        Strategies, objectives and positioning                                   
• Chapter 5        Integration and Planning 
• Chapter 6        Branding, Budgeting & Evaluation
• Chapter 7        Agencies: Practice, Regulation & International Communications
• Chapter 8        Shaping Relationships with Marketing Communications 
• Part Three    The Marketing Communications Mix
• Chapter 9        Advertising 
• Chapter 10      Public Relations and Sponsorship
• Chapter 11      Direct Marketing and Personal Selling
• Chapter 12      Sales Promotion, Exhibitions and Product Placement
• Chapter 13      Media: conventional and digital
• Chapter 14      Interactive Marketing Communications
• Chapter 15      Content: credibility, messages and creative approaches

Promotional Information

Essentials of Marketing Communicationsoffers a concise and student-friendly introduction to the principles and theories of marketing communications

About the Author

Chris Fill is the founder and Managing Director of Fillassociates (www.fillassociates.co.uk). The company develops learning materials related to marketing and corporate communications, provides training, evaluation and consultancy for organisations wishing to manage their marketing communications and corporate reputation. Formerly a Principal Lecturer at the University of Portsmouth, Chris is a Visiting Professor at several European Business Schools and a Fellow of The Chartered Institute of Marketing where he is the Senior Examiner responsible for the Professional Postgraduate Diploma module, Managing Corporate Reputation.