000			04100nam a2200349 4500
005			20250606080426.0
020			_a9781292400327 _cTZS 152,116/=
020			_a 9781292400310
020			_a9781292400303
020			_a 1292400315
020			_a1292400307
040			_aMUL _beng. _eAACR
082			_a658.802 FIL
100			_aFill, Chris
245			_aMarketing communications : _bfame, influencers and agility _c/ Chris Fill (Author) and Sarah Turnbull (Author)
250			_a9th ed.
260			_aEngland : _bPearson, _cc2023
300			_axxv,628 p. : _bcol. ill. ; _c27 cm.
504			_aIncludes references ( p. 571- p. 573) and index ( p. 592 - p. 611).
505			_a Front Cover Half Title Title Page Copyright Page Brief contents Contents Preface Authors' acknowledgements Part 1 An introduction to marketing communications 1 The scope of marketing communications Aims and learning objectives Introduction Defining marketing communications The engaging role of marketing communications The tasks of marketing communications The marketing communications mix Marketing communications in context Marketing communications in a customer journey context Delivering consumer experiences Marketing communications in an international context Standardisation versus adaptation Global consumer culture theory The impact of social media in a global context Marketing communications in a technological context Big Data Data management platforms Programmatic technologies Mobile Consolidation and convergence Marketing communications in an ethical context Comment Key points Case: From running shops to serving customers: The Tesco turnaround story Review questions References 2 Communication: theory, interactivity and influencers Aims and learning objectives Introduction A linear model of communications Issues associated with the linear communication process The influencer model of communications The interactional model of communications Dialogue Relational approaches to communications Word-of-mouth communications Definition and motives Opinion leaders Opinion formers Developing brands with word-of-mouth communications Influencer marketing Amplification Visual communication Brands and the use of visual communication Adoption and diffusion Process of diffusion Key points Case: Gymshark Review questions References 3 Understanding buyer behaviour and improving engagement Aims and learning objectives Introduction Information processing Attention Perception Learning Attitudes Decision making Fear, uncertainty and perceived risk Decision-making processes Consumer purchase decision-making processes Organisational decision-making processes Social selling Ethics and decision making Involvement theory The influence of mobile technologies on buyer behaviour Usage Multitasking and layering media Attention levels Visual vocabulary Chat User-generated content Contemporary approaches to understanding buyer behaviour Hedonic consumption Tribal consumption Ethical consumption Behavioural economics Key points Case: How Aldi re-energised an existing advertising concept to reignite growth Review questions References 4 How does marketing communications work? Aims and learning objectives Introduction Engagement and the role of marketing communications How does marketing communications work? Interpretation 1: sequential models
520			_aSupport 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
546			_aeng
650			_aMarketing communications
650			_aBudgeting and evaluation
650			_aBranding
650			_aMarketing communication mix
650			_aSale promotion
650			_aMedia planning
650			_aMedia
700			_aTurnbull, Sarah
942			_cBK
999			_c10961 _d10961