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Marketing Communications : Contexts, Strategies, and Applications by Fill, Chris is a book available to read on EtoBox.

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Marketing Communications: Contexts, Strategies and Applications, 3rd Edition, uses theoretical frameworks and a wealth of examples to encourage students to adopt an analytical and reflective approach to this subject. With a primarily academic orientation, three sections cover contextual issues, strategy and the elements of the promotional mix. Relationship marketing concepts underpin the integrated approach to communications.New to this edition: All chapters have been updated plus *Seven brand new chaptersBusiness-to- business marketing communications; Branding and the role of marketing communications; Interactive communications strategy; Online marketing communications; Marketing communication strategy and planning; Evaluation of marketing communications; Exhibitions, packaging and field marketing. *New mini-cases and exercises to consolidate learning and conclude each chapter *New colour plates and black & white exhibits of many leading brands to link theory & practice.Marketing Communications: Contexts, Strategies and Applications, 3rd Edition, is recommended for students studying Marketing or Business Studies at undergraduate level, postgraduate students on Marketing related pr

Author

Fill, Chris

Publisher

Financial Times Prentice Hall

Published

2002

Language

EN

ISBN

9780273655008

Subjects

Business, Marketing

Updated

2026-03-24