Mister

Topics: Marketing, Communication, Strategic management Pages: 60 (16769 words) Published: June 24, 2013
Marketing Communications
Chris Fill Barbara Jamieson

MM-A1-engb 2/2011 (1039)

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Marketing Communications
Chris Fill is Principal Lecturer in Marketing and Strategic Management at the University of Portsmouth. He is also the Senior Examiner for the Marketing Communications module offered by the Chartered Institute of Marketing on the Professional Diploma Programme, in addition to being a Fellow of the CIM. He is the author of Marketing Communications: engagement, strategies and practice, currently in its fourth edition, and is the co-author, with Karen Fill, of Business-to-Business Marketing: Relationships, Systems and Communications. Barbara Jamieson is Senior Teaching Fellow in Marketing at Edinburgh Business School. She holds an MBA, an honours degree in business organisation, and is a member of the Chartered Institute of Marketing and the Market Research Society. Before entering academia, Barbara built up 18 years of commercial marketing experience encompassing strategic marketing management, marketing research, and communications, working in fast-moving consumer goods and consultancy environments.

First Published in Great Britain in 2006. © C. Fill 2006 The rights of Chris Fill and Barbara Jamieson to be identified as Authors of this Work has been asserted in accordance with the Copyright, Designs and Patents Act 1988. All rights reserved; no part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise without the prior written permission of the Publishers. This book may not be lent, resold, hired out or otherwise disposed of by way of trade in any form of binding or cover other than that in which it is published, without the prior consent of the Publishers.

Contents
Preface
A World of Marketing Communications Overview of the Course Text

xiii
xiii xiv

Structure of the Text PART 1 Module 1 INTRODUCTION TO MARKETING COMMUNICATIONS Introduction to Marketing Communications 1.1  Introduction 1.2 The Concept of Marketing as an Exchange 1.3 The Role of Communication in Exchange Transactions 1.4 Marketing Communications and the Process of Exchange 1.5 Defining Marketing Communications 1.6 The Role of Marketing Communications 1.7 The Marketing Communications Mix 1.8 Effectiveness of the Promotional...

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