Preface xxi

Acknowledgements

Publisher’s acknowledgements

Part 1 Introduction to marketing communications

1 Introducing marketing communications

2 Marketing communications: issues, influences and disruption

3 Communication: theory and practice

4 Classical theories and interpretations of buyer behaviour

5 Contemporary interpretations of buyer behaviour

6 How does marketing communications work?

Part 2 Managing marketing communications

7 Marketing communications: strategies and planning

8 Marketing communications: objectives and positioning

9 The communications industry: structure, operations and finance

10 Evaluation and metrics

11 Branding and marketing communications

12 Integrated marketing communications

Part 3 The marketing communications mix

13 Advertising: role, forms and strategy

14 Public relations: principles and practice

15 Sponsorship

16 Direct marketing and personal selling

17 Sales promotion, field marketing and brand experience

18 Brand placement, exhibitions, packaging and licensing

19 Messages and creativity

20 Media: principles and practice

21 Digital and other interactive media

22 Media planning in a digital age

Author index

Subject index

‘I would recommend this book as the definitive text on Marketing Communications.’ Stuart Roper, Professor and Associate Dean, University of Huddersfield   ‘Everything a student of the topic needs to know, and much more, from seasoned writers on the topic. Readers will benefit from the lively writing style, excellent cases and the contemporary insights it contains.’ Paul Baines, Professor of Political Marketing, University of Leicester   ‘Fill and Turnbull’s 8th Edition provides an outstanding core text for undergraduate and postgraduate students of Marketing Communications. The interconnected theory into practice approach of this text, with its broad range of B2C and B2B international case studies, provides students with a comprehensive resource to support their learning in this domain.’ Helen Robinson, Associate Professor, Kingston University

 

The new edition of Marketing Communications delivers a rich blend of theory with examples of contemporary marketing practice.  Providing a critical insight into how brands engage audiences, Fill and Turnbull continues to be the definitive marketing communications text for undergraduate and postgraduate students in marketing and related fields.

 

The eighth edition, which contains two new chapters, reflects the changing and disruptive world of marketing communications. Throughout the text the impact of digital media and its ability to influence audience, client, and agency experiences, is considered. Each chapter has been extensively revised, with new examples, the latest theoretical insights, and suggested reading materials. Each of the 22 chapters also has a new case study, drawn from brands and agencies from around the world. 

 

Marketing Communications is recognised as the authoritative text for professional courses such as those run by The Chartered Institute of Marketing, and is supported by the Institute of Practitioners in Advertising.   

 

About the authors:

 

Chris Fill BA, MSc. is a Director of Fillassociates. He was a Principal Lecturer at the University of Portsmouth, and Senior Examiner and Fellow at the Chartered Institute of Marketing. He now works with the Institute of Practitioners in Advertising on special projects. He has authored over 35 textbooks, published papers in many leading academic journals, and is internationally recognised for his contribution to marketing communications

 

Sarah Turnbull PhD, MBA, MSc, FCIM, FHEA is a Principal Lecturer in Marketing at the University of Portsmouth. She is a Fellow of The Chartered Institute of Marketing and serves on the Editorial Review Board of the International Journal of Advertising. She has worked in a number of global advertising agencies.

 

 

The eighth edition, which contains two new chapters, reflects the changing and disruptive world of marketing communications. Throughout the text the impact of digital media and its ability to influence audience, client, and agency experiences, is considered. Each chapter has been extensively revised, with new examples, the latest theoretical insights, and suggested reading materials. Each of the 22 chapters also has a new case study, drawn from brands and agencies from around the world.