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Marketing communications : touchpoints, sharing and disruption (Eighth edition)

By: Fill, Chris Turnbull, Sarah

1292234970 / 9781292234977
Paperback
658.802
04/07/2019
9 in stock Need More ?
England
27 cm xli, 775 pages : illustrations (black and white, and colour)
Postgraduate, Research & Scholarly  Learn More Undergraduate
Previous edition: 2016.

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.

BIC:

KJMV7 Sales & marketing management, KJP Business communication & presentation, KJS Sales & marketing

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