Title:
Marketing communications : contexts, strategies, and applications
Author:
Fill, Chris.
ISBN:
9780273655008
Personal Author:
Edition:
3rd ed.
Publication Information:
Harlow, England ; New York : Financial Time Prentice Hall, 2002.
Physical Description:
xxxii, 790 pages : illustrations (some color) ; 25 cm
Contents:
Communication theory ; Linear model of communication ; Process of adoption, process of diffusion ; Cognitive theory ; Attitudes ; Social value groups ; Business ethics ; Advertising and mass manipulation, truth-telling ; Taste and decency ; Bribery and extortion ; Environmantal influences on marketing communications ; FCB matrix : Rossiter-Percy grid ; Branding ; B2b communications ; Ecommerce ; Key account management (KAM) ; Corporate reputaion/identity/image ; Internet strategies ; Sales promotion ; Video conferencing ; Mobile phones ; Sponsorship ; Exhibitions, packaging and field marketing.
Subject Term: