01846cam a22002778a 4500 13936470 OSt 20220314090507.0 050420s2005 nyu b 001 0 eng 9781292092614 DLC LC HF5415.123.F55 Fill, Chris. Marketing communications: discovery, creation and conversations. / Chris Fill and Sarah Turnbull 7th ed. New York: Pearson Education Ltd, 2016. xxxvi, 724 p.: ill; Includes bibliographical references and index. Contents: 1. Introduction to marketing communications: Introducing marketing communications -- Communications: forms and conversations -- Audience insight: information processing and behaviour -- How marketing communications work -- 2. Managing marketing communications: Marketing commutations: strategy and planning -- Marketing commutations: objectives and positioning -- The communications industry: structure, operations and finance -- Evaluation and metrics -- Branding and marketing communications -- Integrated marketing communications -- 3. 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 -- Social, search and other interactive media -- Media planning: reaching audiences -- Communication in marketing. Marketing channels. Sales promotion. Turnbull, Sarah lcc BK 7891 15391 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-11-07 HF5415.123.F55(7e) K/1552/1552/19 2021-11-02 00:00:00 1 2021-11-02 BK 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-11-14 HF5415.123.F551(7e) K/2207/2207/19 2022-03-11 00:00:00 2 2021-11-02 BK 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-11-14 HF5415.123.F552(7e) K/2208/2208/19 2022-03-11 00:00:00 3 2021-11-02 BK 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-11-14 0 HF5415.123.F553(7e) K/2209/2209/19 2022-03-14 00:00:00 4 2021-11-02 BK