Simply marketing communications / Chris Fill

Includes bibliographical references and index

Marketing communications: an introduction -- Communication: theory, interactivity and people -- Audiences: behaviour, attitudes and decision-making -- Strategy: approaches, integration and planning -- Targeting audiences: segmentation, targeting, positioning and objectives -- Using technology: scope, applications and websites -- Advertising: framework, messages and evaluation -- Media: traditional, digital and planning -- Sales promotion: principles, techniques and evaluation -- Public relations and sponsorship -- Direct marketing, personal selling and evaluation -- Relationships: value, loyalty and trust -- Stakeholders: channels, business-to-business and international communications -- The industry: structure, budgets and control -- Agency operations: selection, personnel and practice

This title seeks to provide a suitably consistant appraisal of the ever-expanding world of marketing communications. The two main themes running through the text concern relationship marketing and integrated communications.