Simply Marketing Communications
By Chris Fill
Financial Times / Prentice Hall
Distributed by Trans-Atlantic Publications Inc.
September 2006
ISBN: 0273704052
440 Pages, Illustrated
$89.50 paper original
Simply Marketing Communications offers a concise overview of the principles
and practices of this dynamic and exciting subject. Based on Chris Fill’s
comprehensive and widely used Marketing Communications: engagement, strategies
and practice, this shorter book has much more emphasis on the basic concepts
and avoids the use of some of the more complex theoretical frameworks. The practical
and applied focus of this book makes it ideal for students studying Marketing
Communications for their Chartered Institute of Marketing diploma and also undergraduates
studying the subject as part of a marketing or management degree.
Brief Contents
Part 1 Introduction
Chapter 1 Marketing Communications: an introduction
Chapter 2 Communication: theory, interactivity and people
Chapter 3 Audiences: behavior, attitudes and decision making
Part 1 Summary:
Review
Questions and Exercises
Cases and Questions
Part 2 Managing Marketing Communications
Chapter 4 Strategy: approaches, integration and planning
Chapter 5 Targeting Audiences: segmentation, targeting, positioning and objectives
Chapter 6 Using Technology: scope, applications and web sites
Part 2 Summary:
Review
Questions and Exercises
Cases and Questions
Part 3 Elements of the Marketing Communication Mix
Chapter 7 Advertising: frameworks, messages and evaluation
Chapter 8 Media: traditional, digital and planning
Chapter 9 Sales Promotion: principles, techniques and evaluation
Chapter 10 Public Relations: approaches, sponsorship and evaluation
Chapter 11 Direct Marketing, Personal Selling and evaluation
Part 3 Summary:
Review
Questions and Exercises
Cases and Questions
Part 4 Industry, Relationships and Operations
Chapter 12 Relationships: value, employees, trust
Chapter 13 Stakeholders: channels, business-to-business and international communications
Chapter 14 The Industry: structure, budgets, remuneration and regulation
Chapter 15 Agency Operations: selection, personnel and practice
Part 4 Summary:
Review
Questions and Exercises
Cases and Questions
Features
• Real-World mini-cases enable readers to apply theory to practice.
• Vignettes provide colorful examples of marketing communications in practice.
• Four color design with pictures throughout to bring life to the written
word.
• Key text boxes help readers locate relevant material quickly and highlight
key issues.
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