Chris Fill BA, MSc. FCIM, is a Director of Fillassociates. The company develops teaching and learning materials related to marketing, communications and corporate reputation. He has authored many books, including his internationally recognised Marketing Communications text. The company also provides training, evaluation, project management and consultancy services for a variety of organisations. Formerly a Principal Lecturer at the University of Portsmouth, Chris is now an Advisory Professor at Poitiers Business School, is associated with the Institute of Practitioners’ of Advertising, and is a Fellow and former Senior Examiner at the Chartered Institute of Marketing. [...] Graham Hughes is a former Principal Lecturer at Leeds Business School, Leeds Metropolitan University where he taught marketing communications, advertising and media strategy and brand management at undergraduate, postgraduate and professional levels. He has taught extensively on international programmes in China, Malaysia, India and southern Africa. He is now a freelance tutor and writer in marketing communications. Scott De Francesco PhD., has designed and taught innovative communications-based study programmes at universities in the United Kingdom, the United States and Australia. In addition to an expertise in advertising, he collaborates on international film projects for the Museum of Modern Art (NY) and has made original film translations for the Janus/Criterion foreign films collection. He has also served as media planner for a subsidiary of Ogilvy & Mather. He lives in New York City.

• Part One Introduction to Marketing Communications
• Chapter 1 The Scope of Marketing Communications
• Chapter 2 Communication: interactivity & conversations
• Chapter 3 Audiences: attitudes, behaviour & decision making
• Part Two Managing Marketing Communications
• Chapter 4 Strategies, objectives and positioning
• Chapter 5 Integration and Planning
• Chapter 6 Branding, Budgeting & Evaluation
• Chapter 7 Agencies: Practice, Regulation & International Communications
• Chapter 8 Shaping Relationships with Marketing Communications
• Part Three The Marketing Communications Mix
• Chapter 9 Advertising
• Chapter 10 Public Relations and Sponsorship
• Chapter 11 Direct Marketing and Personal Selling
• Chapter 12 Sales Promotion, Exhibitions and Product Placement
• Chapter 13 Media: conventional and digital
• Chapter 14 Interactive Marketing Communications
• Chapter 15 Content: credibility, messages and creative approaches