TY  - BOOK
AU  - Fill,Chris
AU  - Turnbull,Sarah
TI  - Marketing communications: touchpoints, sharing and disruption 
U1  - 658.802 22
PY  - 2019///
CY  - Harlow
PB  - Pearson Education
KW  - Communication in marketing
KW  - BUEsh
KW  - Marketing channels
KW  - Sales promotion
KW  - Branding (Marketing)
KW  - COMAME
KW  - BUSADM
KW  - March2020
KW  - Text book
N1  - Revised edition of Marketing communications, 2016; Includes bibliographical references and index; Introduction to marketing communications -- Introducing marketing communications -- Marketing communications : issues, influences and disruption -- Communication: theory and practice -- Classical theories and interpretations of buyer behaviour theory -- Contemporary interpretations of buyer behaviour -- How does marketing communications work? -- Managing marketing communications -- Marketing communications : strategies and planning -- Marketing communications : objectives and positioning -- The communications industry : structure, operations and finance -- Evaluation and metrics -- Branding and marketing communications -- Integrated marketing communications -- The marketing communications mix -- Advertising : role, forms and strategy -- Public relations : principles and practice -- Sponsorship -- Direct marketing and personal selling -- Sales promotion, field marketing and brand experience -- Brand placement, exhibitions, packaging and licensing -- Messages and creativity -- Media: principles and practice -- Digital and other interactive media -- Media planning in a digital age -- Author index -- Subject index
ER  -