TY  - BOOK
AU  - Fill, Chris
TI  - Marketing communications: contexts, strategies, and applications 
SN  - 0273655000 
AV  - HF 5415.12 .F55 2002 
PY  - 2002///
CY  - England
PB  - Pearson Education Limited
KW  - COMMUNICATION IN MARKETING
KW  - MARKETING CHANNELS
KW  - SALES PROMOTION
N1  - Includes bibliographical references and index; Part 1 Introduction and setting the scene -- Part 2 Contexts -- Part 3 Strategies -- Part 4 Applications and methods of marketing communication -- Appendix A Suggested marketing communications plan for 'Porridge matters'.
N2  - "For undergraduate and postgraduate/ MBA marketing communications/corporate communications courses. Also essential for CIM Diploma students studying for the Marketing Communications Strategy unit. The Third edition of Fill's best selling, theoretically strong marketing communications text provides a comprehensive introduction to the subject and is widely adopted on CIM and undergraduate programmes. The text is written around two main themes: Integrated Marketing Communications and relatioonship marketing." -- Amazon
ER  -