The new edition of Marketing Communications delivers a rich blend of theory with examples of contemporary marketing practice. Providing a critical insight into how brands engage audiences, Fill and Turnbull continues to be the definitive marketing communications text for undergraduate and postgraduate students in marketing and related fields. The eighth edition, which contains two new chapters, reflects the changing and disruptive world of marketing communications. Throughout the text the impact of digital media and its ability to influence audience, client, and agency experiences, is considered. Each chapter has been extensively revised, with new examples, the latest theoretical insights, and suggested reading materials. Each of the 22 chapters also has a new case study, drawn from brands and agencies from around the world. Marketing Communications 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.
Preface xxi Acknowledgements Publisher's acknowledgements Part 1 Introduction to marketing communications 1 Introducing marketing communications 2 Marketing communications: issues, influences and disruption 3 Communication: theory and practice 4 Classical theories and interpretations of buyer behaviour 5 Contemporary interpretations of buyer behaviour 6 How does marketing communications work? Part 2 Managing marketing communications 7 Marketing communications: strategies and planning 8 Marketing communications: objectives and positioning 9 The communications industry: structure, operations and finance 10 Evaluation and metrics 11 Branding and marketing communications 12 Integrated marketing communications Part 3 The marketing communications mix 13 Advertising: role, forms and strategy 14 Public relations: principles and practice 15 Sponsorship 16 Direct marketing and personal selling 17 Sales promotion, field marketing and brand experience 18 Brand placement, exhibitions, packaging and licensing 19 Messages and creativity 20 Media: principles and practice 21 Digital and other interactive media 22 Media planning in a digital age Author index Subject index