Brands, Experiences and Participation

Author: Chris Fill,Sarah Turnbull

Publisher: N.A

ISBN: 9781292092614

Category: Business & Economics

Page: 724

View: 678

This seventh edition of Marketing Communications provides both a rich source of theory and an invaluable insight into how brands create communications and engage audiences in brand conversations. With contributions from brand owners and their advertising agencies from around the world, the book provides a unique blend of the theory and practice of brand communications. Sarah Turnbull joins Chris Fill as co-author on the seventh edition and together their passion for marketing communications comes alive in this book as they share their expertise and experience. Its strong theoretical underpinning and selection of contemporary case studies makes this the definitive text for undergraduate and postgraduate students in marketing, marketing with psychology, advertising, business studies and other marketing-related programmes. It is recognised as the authoritative text for professional courses such as The Chartered Institute of Marketing and is supported by the Institute of Practitioners in Advertising.
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Author: Chris Fill,Sarah Turnbull

Publisher: Pearson Higher Ed

ISBN: 1292093838

Category: Business & Economics

Page: 760

View: 4013

Marketing Communications
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Brands, Experiences and Participation

Author: Chris Fill

Publisher: Pearson Higher Ed

ISBN: 0273770675

Category: Business & Economics

Page: 864

View: 2865

In addition to an extensive theoretical foundation, the sixth edition of Marketing Communications provides readers with a strongly applied perspective of this rapidly changing and fascinating discipline. Using case studies and examples of brands from around the world, plus invaluable support from the Institute of Practitioners in Advertising, this book provides a unique blend of the theory and practice of brand communications. Chris Fill’s book continues to be the definitive text for undergraduate and postgraduate students in marketing, business studies and other marketing-related programmes. It is also recognised as an invaluable complement for professional students, including those studying with the Chartered Institute of Marketing.
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A Brand Narrative Approach

Author: Micael Dahlen,Fredrik Lange,Terry Smith

Publisher: John Wiley & Sons

ISBN: 0470319925

Category: Business & Economics

Page: 606

View: 3699

Marketing Communications: A Brand Narrative Approach is a mainstream, student-driven text which gives prominence to the driving force of all Marketing Communications: the imperative of Branding. The book aims to engage students in an entertaining, informative way, setting the conceptual mechanics of Marketing Communications in a contemporary, dynamic context. It includes key current trends such as: Brand narrative approach - Cases such as Dove, Harley-Davidson, Nike and World of War Craft feature real-life, salient examples which are engaging for students and reflect the growth of co-authored brand ‘stories’ to help build and maintain brands by customer engagement through meaningful dialogues. Media neutral/multi-media approach - This text has a sound exploration of online and offline synergy combining one-message delivery and multi-media exposures, through examples of companies and political campaigns using ‘non-traditional’ media to reach groups not locking into ‘normal channels’. This brand new text features an impressive mixture of real-life brand case studies underpinned with recent academic research and market place dynamics. The format is structured into three sections covering analysis, planning and implementation and control of Marketing Communications. Using full colour examples of brands, and student-friendly diagrams, the book acknowledges that the modern student learns visually as well as through text.
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Author: Chris Fill,Graham Hughes

Publisher: Routledge

ISBN: 0750689676

Category: Business & Economics

Page: 227

View: 1867

'Butterworth-Heinemann's CIM Coursebooks have been designed to match the syllabus and learning outcomes of our new qualifications and should be useful aids in helping students understand the complexities of marketing. The discussion and practical application of theories and concepts, with relevant examples and case studies, should help readers make immediate use of their knowledge and skills gained from the qualifications.' Professor Keith Fletcher, Director of Education, The Chartered Institute of Marketing 'Here in Dubai, we have used the Butterworth-Heinemann Coursebooks in their various forms since the very beginning and have found them most useful as a source of recommended reading material as well as examination preparation.' Alun Epps, CIM Centre Co-ordinator, Dubai University College, United Arab Emirates Butterworth-Heinemann's official CIM Coursebooks are the definitive companions to the CIM professional marketing qualifications. The only study materials to be endorsed by The Chartered Institute of Marketing (CIM), all content is carefully structured to match the syllabus and is written in collaboration with the CIM faculty. Now in full colour and a new student friendly format, key information is easy to locate on each page. Each chapter is packed full of case studies, study tips and activities to test your learning and understanding as you go along. •The coursebooks are the only study guide reviewed and approved by CIM (The Chartered Institute of Marketing). •Each book is crammed with a range of learning objectives, cases, questions, activities, definitions, study tips and summaries to support and test your understanding of the theory. •Past examination papers and examiners' reports are available online to enable you to practise what has been learned and help prepare for the exam and pass first time. •Extensive online materials support students and tutors at every stage. Based on an understanding of student and tutor needs gained in extensive research, brand new online materials have been designed specifically for CIM students and created exclusively for Butterworth-Heinemann. Check out exam dates on the Online Calendar, see syllabus links for each course, and access extra mini case studies to cement your understanding. Explore marketingonline.co.uk and access online versions of the coursebooks and further reading from Elsevier and Butterworth-Heinemann. INTERACTIVE, FLEXIBLE, ACCESSIBLE ANY TIME, ANY PLACE www.marketingonline.co.uk * Written specially for the Marketing Communications module by the Senior Examiners * The only coursebook fully endorsed by CIM * Contains past examination papers and examiners' reports to enable you to practise what has been learned and help prepare for the exam
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Author: John Egan

Publisher: SAGE

ISBN: 1473908639

Category: Business & Economics

Page: 440

View: 1280

How many marketing messages do you think you see a day? Why do some stick with us more than others? Why do we all remember the Cadbury’s gorilla drummer or the Budweiser Frogs? What do they say about the brand? How will you communicate your own marketing messages just as successfully? In this textbook, John Egan draws on years of both industry and academic experience to explain the why as well as the how of marketing communications. It covers all the essential topics that are relevant to your marketing communications course in a relatable and easy-to-read style. ‘Insight’ boxes provide insight into some of the latest industry practices, and with engaging examples ranging from HSBC to James Bond, to the Arab Spring and One Direction, this textbook will not only provide you with a solid foundation for working in ‘marcoms’; it will make your study fun along the way. For those looking to get ahead of their classmates and other job candidates, the textbook includes coverage of topical issues such as new technologies, ethical marketing and the regulatory environment to help you consider some of the cutting edge debates for assignments and future employment. There is also a companion website with additional study materials to help you go one further and stay ahead of the pack: study.sagepub.com/egan This textbook is essential reading for all marketing communications courses at undergraduate and postgraduate levels as well as professional courses in Marketing.
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Interactivity, Communities and Content

Author: Chris Fill

Publisher: Pearson Education

ISBN: 9780273717225

Category: Business & Economics

Page: 958

View: 9809

Building on its established structure and reputation, the fifth edition of "Marketing Communications "is geared toward students studying marketing or business studies at undergraduate level and postgraduate students on marketing related programmes. The book is also an invaluable resource for students studying for professional marketing qualifications, most notably those studying courses offered by the Chartered Institute of Marketing. "Marketing Communications "adopts a critical perspective of the subject and unlike other texts in the field, which adopt a 'how-to' approach, this text provides readers with an insight into the 'why' about marketing communications. Comprehensive web site Enhance your teaching/learning with materials available on the companion web site. Visit www.pearsoned.co.uk/fill to access outline answers to the MiniCase questions, an Instructor's Manual, PowerPoint slides and, NEW TO THIS EDITION, podcasts, video and direction to key academic papers on marketing communications. There are opportunities for students and tutors to share their marketing communications essays, thoughts, ideas, and favourite campaigns and papers. About the author Chris Fill is Principal Lecturer in Marketing and Strategic Management at the University of Portsmouth. He is the Senior Examiner for the "Marketing Communications" module offered by the Chartered Institute of Marketing on the Professional Diploma programme and he is also responsible for the module "Managing Corporate Reputation" on the newly revised Postgraduate Diploma programme. 'This new edition is a superb text that covers the core areas of the subject area as well as the latest and contemporary developments that have impacted companies and consumers. Students will find this book interesting to read, with many relevant case studies, vignettes with questions, figures and diagrams that provide clear connections between theory and practice.' Professor T. C. Melewar PhD, Professor of Marketing and Strategy, Brunel University "'Marketing Communications" engages and stimulates the reader with interesting, contemporary and beautifully presented imagery and examples. This is an invaluable resource and should be on the bookshelf of every serious student of advertising and marketing.' Marian Norwood, Course Director BSc Hons Advertising, University of Ulster All Island Marketing Award Winner 'This book has always been THE definitive marketing communications 'authority' - but this new edition has superseded all my expectations in terms of delivering an exciting and authoritative text which stimulates the reader and explores the most apt and crucial contemporary key issues for tomorrow's recession-proof marketing communicators.' Dr Ruth Ashford, PhD, Chartered Marketer, MCIM, MAM, AIPM Head of Marketing and Retail Division, MMU Business School
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A European Perspective

Author: Patrick De Pelsmacker,Maggie Geuens,Joeri Van Den Bergh

Publisher: N.A

ISBN: 9781292135762

Category:

Page: 640

View: 8511

Marketing Communications: A European Perspective is the perfect resource for European students of marketing communications. Providing an extensive overview of the key concepts, techniques and applications of the field within a European context, it offers a fresh and comprehensive introduction to the discipline.
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Author: Lynne Eagle,Stephan Dahl,Barbara Czarnecka,Jenny Lloyd

Publisher: Routledge

ISBN: 1317697758

Category: Business & Economics

Page: 428

View: 5186

With the proliferation of digital and social media, there has never been a more dynamic time to engage with marketing communications - and never has the integration of marketing communications (marcoms) principles into a strategic marketing plan been more challenging. Even the best product in the world won’t sell without the right reach to your potential customers and the right message to engage them. This textbook applies a uniquely practical approach to the topic so that, whilst a structured overview of planning, development, implementation and evaluation of marketing communications is in place, the detailed cases made available by the Institute for Practitioners in Advertising (IPA) show how actual challenges faced by professionals in the field were addressed. This book will help you to develop the skills you need to turn theory into the right integrated communication plan, in order to succeed in an increasingly competitive environment. Aided by a veritable wealth of pedagogical features, Marketing Communications will be essential reading for both students and professionals in marketing, communications and public relations. This textbook also benefits from a companion website which includes a comprehensive instructor’s guide with PowerPoint slides, testbank questions and answer checklists.
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Author: Nigel Bradley

Publisher: Oxford University Press

ISBN: 019965509X

Category: Business & Economics

Page: 552

View: 5297

Balancing theoretical and practical elements of marketing research and showing students how to implement research themselves, this book covers the traditional principles and skills involved in marketing research, such as primary and secondary research, sampling, analysis, reporting and presentation.
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From Paris to Tahiti, Life and Longing

Author: Sarah Turnbull

Publisher: Penguin

ISBN: 1592408834

Category: Biography & Autobiography

Page: 324

View: 7940

In this lushly written follow-up to Almost French, Sarah Turnbull explores a new paradise: Tahiti. Having shared her story in her bestselling memoir, Almost French, Australian writer Sarah Turnbull seemed to have had more than her fair share of dreams come true. While Sarah went on to carve out an idyllic life in Paris with her husband, Frédéric, there was still one dream she was beginning to fear might be impossible?starting a family. Then out of the blue an opportunity to embark on another adventure offered a new beginning?and new hope. Leaving behind life in the world's most romantic and beautiful city was never going to be easy. But it helps when your destination is another paradise on earth: Tahiti.
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Offline and Online Integration, Engagement and Analytics

Author: Ze Zook,PR Smith

Publisher: Kogan Page Publishers

ISBN: 074947341X

Category: Business & Economics

Page: 600

View: 4500

Marketing Communications provides a comprehensive overview of every aspect of marketing communications, from social media, advertising, PR and sponsorship to direct selling and merchandizing. It presents modern marketing communications theories and tools in an accessible way so readers can fully understand the landscape and achieve better results. With a plethora of examples and case studies, as well as online support material for lecturers and students, this essential textbook will guide students and practitioners through everything they need to know about the changing face of marketing. This fully updated 6th edition of Marketing Communications features more of the underpinning theory whilst building on its impressive reputation as a leading practical textbook on the subject. Case studies and anecdotes from companies such as Campbell's Soup, Spotify, Paypal, Kraft and Nike focus on recent digital developments to bring the latest marketing tools to life. With a particular emphasis on analytics, engagement and integration, it addresses the integrated offline and online with social media approach to reflect the current state of play for marketing communications experts. This edition is also supported by a wealth of online resources, including lecture slides for every chapter and self-tests for students. Hear What the Experts Think: Angela Byrne, Senior Lecturer at MMU - https://youtu.be/04Kqku3TUqA Alison Lawson, Senior Lecturer in Marketing at Derby University - https://youtu.be/UPd56wfWC0g
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An Integrated Approach to Online Marketing

Author: Simon Kingsnorth

Publisher: Kogan Page Publishers

ISBN: 0749474718

Category: Business & Economics

Page: 344

View: 1107

The modern marketer needs to learn how to employ strategic thinking alongside the use of digital media to deliver measurable and accountable business success. Digital Marketing Strategy covers the essential elements of achieving exactly this by guiding you through every step of creating your perfect digital marketing strategy. It contains analysis of the essential techniques and platforms of digital marketing including social media, content marketing, SEO, user experience, personalization, display advertising and CRM, as well as the broader aspects of implementation including planning, integration with overall company aims and presenting to decision makers. Simon Kingsnorth brings digital marketing strategy to life through best practice case studies, illustrations, checklists and summaries, to give you insightful and practical guidance. Rather than presenting a restrictive 'one size fits all' model, this book gives you the tools to tailor-make your own strategy according to your unique business needs and demonstrates how an integrated and holistic approach to marketing leads to greater success. Digital Marketing Strategy is also supported by a wealth of online resources, including budget and strategy templates, lecture slides and a bonus chapter.
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Author: Chris Fill

Publisher: Pearson Education

ISBN: 9780273704058

Category: Business & Economics

Page: 410

View: 7591

Simply Marketing Communications offers a concise overview of the principles and practices of this dynamic and exciting subject. Based on Chris Fill's comprehensive and widely used Marketing Communications: engagement, strategies and practice, this shorter book has much more emphasis on the basic concepts and avoids the use of some of the more complex theoretical frameworks. The practical and applied focus of this book makes it ideal for students studying Marketing Communications for their Chartered Institute of Marketing diploma and also undergraduates studying the subject as part of a marketing or management degree.
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A Complete Guide to Advertising Media Selection, Planning, Research, and Buying

Author: Helen Katz

Publisher: Routledge

ISBN: 1134974493

Category: Business & Economics

Page: 256

View: 1810

The Media Handbook provides a practical introduction to the advertising media planning and buying processes. Emphasizing basic calculations and the practical realities of offering alternatives and evaluating the plan, this sixth edition reflects the critical changes in how advertising in various media is planned, bought, and sold by today’s industry professionals. Author Helen Katz looks at the larger marketing, advertising, and media objectives, and follows with an exploration of major media categories, covering paid, owned, and earned media forms, including digital media. She provides a comprehensive analysis of planning and buying, with a continued focus on how those tactical elements tie back to the strategic aims of the brand and the client. Also available is a Companion Website that expands The Media Handbook’s content in an online forum. Here, students and instructors can find tools to enhance course studies such as chapter overviews, PowerPoint slides, and sample questions. With its emphasis on real-world industry practice, The Media Handbook provides an essential introduction to students in advertising, media planning, communication, and marketing. It serves as an indispensable reference for anyone pursuing a career in media planning, buying, and research.
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Author: Sarah Turnbull

Publisher: Hachette UK

ISBN: 1857884124

Category: Travel

Page: 322

View: 2814

Number 1 on the Bestseller list (Australia) with over 20,000 copies sold in the UK alone and over 250,000 world-wide! Almost French has been a huge success and now with the new-look, mass market B Format it is ready to go stellar! Publication timed for major trade promotions including summer reading and airport holiday exodus. In the bestselling tradition of Frances Mayes' Under the Tuscan Sun, Chris Stewart's A Parrot in the Pepper Tree or Peter Mayle - but without the pile of stones! Funny, perceptive and poignant Almost French is an often hilarious mixture of a young woman's personal memoir and armchair travel. A spectacular example of culture clash - and a happy ending.
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Author: Chris Fill

Publisher: Financial Times/Prentice Hall

ISBN: 9780273738442

Category: Business & Economics

Page: 412

View: 6049

Essentials of Marketing Communications offers a concise and student-friendly introduction to the principles and theories of marketing communications. Written in a lively and engaging style, the book provides you with a coherent and consistent text, blending marketing communications principles and theory with practice. Divided into three parts, the book considers the strategic issues associated with managing marketing communications activities before moving on to look at branding, budgeting and evaluation issues and concluding with chapters on stakeholders, international marketing communications, and the operations and personnel involved in the industry. The book is the essential companion for undergraduate and postgraduate students studying Marketing Communications. It is also an invaluable resource for students studying for professional marketing qualifications, most notably those studying courses offered by the Chartered Institute of Marketing.
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How to Create Tech Products Customers Love

Author: Marty Cagan

Publisher: John Wiley & Sons

ISBN: 111938754X

Category: Business & Economics

Page: 368

View: 6244

How do today’s most successful tech companies—Amazon, Google, Facebook, Netflix, Tesla—design, develop, and deploy the products that have earned the love of literally billions of people around the world? Perhaps surprisingly, they do it very differently than the vast majority of tech companies. In INSPIRED, technology product management thought leader Marty Cagan provides readers with a master class in how to structure and staff a vibrant and successful product organization, and how to discover and deliver technology products that your customers will love—and that will work for your business. With sections on assembling the right people and skillsets, discovering the right product, embracing an effective yet lightweight process, and creating a strong product culture, readers can take the information they learn and immediately leverage it within their own organizations—dramatically improving their own product efforts. Whether you’re an early stage startup working to get to product/market fit, or a growth-stage company working to scale your product organization, or a large, long-established company trying to regain your ability to consistently deliver new value for your customers, INSPIRED will take you and your product organization to a new level of customer engagement, consistent innovation, and business success. Filled with the author’s own personal stories—and profiles of some of today’s most-successful product managers and technology-powered product companies, including Adobe, Apple, BBC, Google, Microsoft, and Netflix—INSPIRED will show you how to turn up the dial of your own product efforts, creating technology products your customers love. The first edition of INSPIRED, published ten years ago, established itself as the primary reference for technology product managers, and can be found on the shelves of nearly every successful technology product company worldwide. This thoroughly updated second edition shares the same objective of being the most valuable resource for technology product managers, yet it is completely new—sharing the latest practices and techniques of today’s most-successful tech product companies, and the men and women behind every great product.
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Brands, Experiences and Participation

Author: Chris Fill

Publisher: Pearson Education

ISBN: 9780273770541

Category: Business & Economics

Page: 820

View: 6711

In addition to an extensive theoretical foundation, the sixth edition of Marketing Communications provides readers with a strongly applied perspective of this rapidly changing and fascinating discipline. Using case studies and examples of brands from around the world, plus invaluable support from the Institute of Practitioners in Advertising, this book provides a unique blend of the theory and practice of brand communications. Chris Fill’s book continues to be the definitive text for undergraduate and postgraduate students in marketing, business studies and other marketing-related programmes. It is also recognised as an invaluable complement for professional students, including those studying with the Chartered Institute of Marketing.
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