Fundamentals of Marketing Communications

Description

“Fundamentals of Marketing Communications” offers a comprehensive and accessible introduction to the dynamic world of marketing communication, designed for college-level students. This essential textbook guides readers through the core principles of effective communication in a marketing context, exploring how consumer behavior profoundly influences promotional strategies.

Students will gain a robust understanding of planning and executing diverse promotional techniques, including in-depth coverage of advertising methodologies, media selection, and vital advertising research. The text further delves into the intricate organization and management of advertising agencies, equipping aspiring professionals with practical industry insights. Beyond traditional advertising, it thoroughly examines sales promotion, publicity, direct marketing, and public relations, alongside the nuances of personified promotion. Designed to build foundational knowledge, this book provides an expansive toolkit for mastering integrated marketing communication strategies and preparing for a successful career in the field.

Marianna Price holds dual degrees and has conducted extensive research in marketing communication. They have published numerous papers and led lab-based studies on consumer behavior. This textbook reflects their deep empirical insights.