Marketing Communications (3rd Edition)

Rating:
Summary: Clearly a Market Leader!
Review: An excellent informative resource, Chris Fill's 'Marketing Communications' is a comprehensive yet easily readable text the content of which is suitable for both marketing student and practitioner. Now in its third edition, it has improved yet again in both structure and content with rearrangement of chapters into a more logical order and with updated content.
The text has detailed content but succeeds in achieving a theoretical authority which is translated into strategic approaches and practical application, and supported with clearly related examples and mini-case studies. The marketing communications mix and related issues are covered with focus on the individual marketing communications elements and on the critical activity of planning and managing their integration. For students of studying for marketing examinations in higher education and professional Chartered Institute of Marketing (CIM) / American Marketing Association (AMA) level, this is an essential study text.

For business and marketing practioners requiring a marketing communications reference text this is a valuable resource. Those who do or wish to work in specific marketing communications fields such as advertising or promotion with find this a good background springboard to more specialised reading. Overall a highly recommeded text for students, professionals and business people in marketing and/or business. When its time is due, the fourth edition will be equally welcomed. An excellent marketing text and clearly a market leader.