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Product Review: Marketing Communications

Introduction

In this review, we will discuss the book “Marketing Communications: Touchpoints, sharing and disruption” and its key features and insights.

Review

Pros

• Comprehensive coverage of marketing communications strategies.
• Insightful analysis of touchpoints and their impact on brand communication.
• In-depth exploration of the power of sharing in driving marketing success.
• Thought-provoking discussion on disruptive marketing tactics.
• Practical examples and case studies provided for better understanding.

Cons

• Occasional repetition of concepts.
• Could benefit from more visual aids or illustrations.
• Less emphasis on the measurement and evaluation of marketing communication effectiveness.

Conclusion

“Marketing Communications: Touchpoints, sharing and disruption” effectively explores various facets of marketing communications and offers valuable insights for both experienced marketers and newcomers in the field. It presents an in-depth analysis of touchpoints, sharing, and disruption, providing practical guidance for implementing effective marketing strategies. Although there are some minor areas for improvement, overall, this book is a valuable resource for anyone looking to enhance their marketing communication skills.

FAQs

1. Is this book suitable for beginners in marketing?

Yes, this book provides a comprehensive overview of marketing communications strategies, making it suitable for beginners who want to gain foundational knowledge in the field.

2. Are there any real-life examples included?

Yes, the book includes numerous real-life examples and case studies to illustrate key concepts and provide practical insights.

3. Does the book address measurement and evaluation of marketing communication effectiveness?

While the book covers various aspects of marketing communications, it could have provided more emphasis on measuring and evaluating the effectiveness of marketing communication strategies.

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 The Chartered Institute of Marketing, and is supported by the Institute of Practitioners in Advertising.

From the Publisher

Publisher ‏ : ‎ Pearson; 8th edition (11 July 2019)
Language ‏ : ‎ English
Paperback ‏ : ‎ 816 pages
ISBN-10 ‏ : ‎ 1292234970
ISBN-13 ‏ : ‎ 978-1292234977
Reading age ‏ : ‎ 10 years and up
Dimensions ‏ : ‎ 19.3 x 3 x 26.4 cm

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