Marketing Communications discovery, creation and conversations 7th By Chris Fill

Marketing Communications discovery, creation and conversations 7th By Chris Fill; Sarah Turnbull

Print ISBN: 9781292092614, 1292092610

eText ISBN: 9781292093833, 1292093838

By: Chris Fill; Sarah Turnbull

Publisher: Pearson (Intl)

Print ISBN: 9781292092614, 1292092610

eText ISBN: 9781292093833, 1292093838

Edition: 7th

Copyright year: 2016

Preface

This is the seventh edition of Marketing Communications and it marks the introduction

of Dr Sarah Turnbull as my co-author. Sarah has a wealth of advertising experience

from both a practical and academic perspective. She has provided a valuable new perspective

and her contribution has undoubtedly enriched the book. We have made several

changes which we believe enhance the book significantly. These changes are

explained here in the Preface but you will be the judge of the impact of these changes.

So thank you for reading our book, and if you have any comments, observations,

suggestions or opinions, please feel free to contact me through [email protected] or

Sarah through [email protected]

This book has been written to help you in four ways:

1 To understand and appreciate the variety of ways in which organisations use marketing

communications.

2 To identify and understand some of the key theories and concepts associated with

marketing communications.

3 To appreciate the way in which academic materials can be used to interpret practical

aspects of marketing communications.

4 To develop insights into the reasoning behind the marketing communications activities

used by organisations.

Marketing communications is a complex subject and draws on a variety of disciplines.

This book has been written in the hope of disentangling some of the complexity so that

you can enjoy the subject, be stimulated to want to know more and wish to engage

further with the exciting and fast-changing world of marketing communications.