Marketing Communications [antikvár]

Foreword Chris Fill's exciting new edition of Marketing Communications reaffirms this as the UK's leading textbook in the subject. Restructured and updated, this book provides a balanced insight into the multi-faceted and fast-changing world of the industry. The comprehensive coverage is presented in four parts, providing readers with an expert blend of academic material and marketing communications practice. The straightforward, no-nonsense writing style makes the book accessible to those new to the subject, to those studying whose English is their second language, and to seasoned professionals. As might be expected from a book by Chris, a range of relevant academic theories and concepts are considered. These are then brought to life through examples of marketing communications for brands from around the world, and challenging review questions. New to this edition is the highlighting of four seminal research papers in each chapter. Each chapter opens with a real-world case study, many of which have been developed by the Institute of Practioners in Advertising agencies and their clients. These provide authentic insights into some of the problems and issues facing practitioners today, and help the reader to develop a framework of knowledge and learning through which to confront new marketing communications problems and opportunities. They underline the practitioner orientation adopted for this edition. In an uncertain world, the best education is that which helps people to think for themselves. I hke the way in which readers are encouraged to consider not just one interpretation of a topic, concept or issue, but several. I have not seen this before in a textbook but this approach, which is adopted within four important chapters, is both refreshing and great for teaching. It helps avoid dogma and enables the many and varied views of researchers and practitioners in marketing communications to be embraced and discussed. This new edition builds on the strengths of the previous one. It is accessible yet authoritative; enjoyable and interesting; informative and revealing. It is the only marketing communications textbook that the IPA endorses, and we do so enthusiastically. Janet Hull Director of Marketing and Reputation Management, IPA m