Marketing communications : (Record no. 10961)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 04100nam a2200349 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9781292400327 |
| Terms of availability | TZS 152,116/= |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9781292400310 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9781292400303 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 1292400315 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 1292400307 |
| 040 ## - CATALOGING SOURCE | |
| Original cataloging agency | MUL |
| Language of cataloging | eng. |
| Description conventions | AACR |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 658.802 FIL |
| 100 ## - MAIN ENTRY--AUTHOR NAME | |
| Personal name | Fill, Chris |
| 245 ## - TITLE STATEMENT | |
| Title | Marketing communications : |
| Sub Title | fame, influencers and agility |
| Statement of responsibility, etc | / Chris Fill (Author) and Sarah Turnbull (Author) |
| 250 ## - Edition Statement | |
| Edition statement | 9th ed. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication | England : |
| Name of publisher | Pearson, |
| Year of publication | c2023 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Number of Pages | xxv,628 p. : |
| Other physical details | col. ill. ; |
| Dimensions | 27 cm. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE | |
| Bibliography, etc | Includes references ( p. 571- p. 573) and index ( p. 592 - p. 611). |
| 505 ## - Formatted Contents | |
| Formatted contents note | <br/>Front Cover<br/>Half Title<br/>Title Page<br/>Copyright Page<br/>Brief contents<br/>Contents<br/>Preface<br/>Authors' acknowledgements<br/>Part 1 An introduction to marketing communications<br/>1 The scope of marketing communications<br/>Aims and learning objectives<br/>Introduction<br/>Defining marketing communications<br/>The engaging role of marketing communications<br/>The tasks of marketing communications<br/>The marketing communications mix<br/>Marketing communications in context<br/>Marketing communications in a customer journey context<br/>Delivering consumer experiences Marketing communications in an international context<br/>Standardisation versus adaptation<br/>Global consumer culture theory<br/>The impact of social media in a global context<br/>Marketing communications in a technological context<br/>Big Data<br/>Data management platforms<br/>Programmatic technologies<br/>Mobile<br/>Consolidation and convergence<br/>Marketing communications in an ethical context<br/>Comment<br/>Key points<br/>Case: From running shops to serving customers: The Tesco turnaround story<br/>Review questions<br/>References<br/>2 Communication: theory, interactivity and influencers Aims and learning objectives<br/>Introduction<br/>A linear model of communications<br/>Issues associated with the linear communication process<br/>The influencer model of communications<br/>The interactional model of communications<br/>Dialogue<br/>Relational approaches to communications<br/>Word-of-mouth communications<br/>Definition and motives<br/>Opinion leaders<br/>Opinion formers<br/>Developing brands with word-of-mouth communications<br/>Influencer marketing<br/>Amplification<br/>Visual communication<br/>Brands and the use of visual communication<br/>Adoption and diffusion<br/>Process of diffusion Key points<br/>Case: Gymshark<br/>Review questions<br/>References<br/>3 Understanding buyer behaviour and improving engagement<br/>Aims and learning objectives<br/>Introduction<br/>Information processing<br/>Attention<br/>Perception<br/>Learning<br/>Attitudes<br/>Decision making<br/>Fear, uncertainty and perceived risk<br/>Decision-making processes<br/>Consumer purchase decision-making processes<br/>Organisational decision-making processes<br/>Social selling<br/>Ethics and decision making<br/>Involvement theory<br/>The influence of mobile technologies on buyer behaviour<br/>Usage<br/>Multitasking and layering media Attention levels<br/>Visual vocabulary<br/>Chat<br/>User-generated content<br/>Contemporary approaches to understanding buyer behaviour<br/>Hedonic consumption<br/>Tribal consumption<br/>Ethical consumption<br/>Behavioural economics<br/>Key points<br/>Case: How Aldi re-energised an existing advertising concept to reignite growth<br/>Review questions<br/>References<br/>4 How does marketing communications work?<br/>Aims and learning objectives<br/>Introduction<br/>Engagement and the role of marketing communications<br/>How does marketing communications work?<br/>Interpretation 1: sequential models<br/> |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | Support your students' understanding of the methods and issues surrounding Marketing Communications. Marketing Communications delivers a blend of academic and practitioner materials, covering how brands engage audiences. This streamlined edition will provide your students with the additional tools they need to develop their careers in the field<br/> |
| 546 ## - LANGUAGE NOTE | |
| Language note | eng |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Marketing communications |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Budgeting and evaluation |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Branding |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Marketing communication mix |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Sale promotion |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Media planning |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Media |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Turnbull, Sarah |
| 942 ## - ADDED ENTRY ELEMENTS | |
| Item type | Book |
| Withdrawn status | Lost status | Damaged status | Not for loan | Permanent Location | Current Location | Date acquired | Source of acquisition | Full call number | Accession Number | Copy number | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Mzumbe University Main Campus Library | Mzumbe University Main Campus Library | 22/01/2025 | Mak Solution | 658.802 FIL | 0087160 | 1 | 06/06/2025 | Book |