Exam (elaborations) M Communications39

This course text is part of the learning content for this Edinburgh Business School course. In addition to this printed course text, you should also have access to the course website in this subject, which will provide you with more learning content, the Profiler software and past examination questions and answers. The content of this course text is updated from time to time, and all changes are reflected in the version of the text that appears on the accompanying website at Most updates are minor, and examination questions will avoid any new or significantly altered material for two years following publication of the relevant material on the website. You can check the version of the course text via the version release number to be found on the front page of the text, and compare this to the version number of the latest PDF version of the text on the website. If you are studying this course as part of a tutored programme, you should contact your Centre for further information on any changes. Full terms and conditions that apply to students on any of the Edinburgh Business School courses are available on the website , and should have been notified to you either by Edinburgh Business School or by the centre or regional partner through whom you purchased your course. If this is not the case, please contact Edinburgh Business School at the address below: Edinburgh Business School Heriot-Watt University Edinburgh EH14 4AS United Kingdom Tel + 44 (0) Fax + 44 (0) Email Website The courses are updated on a regular basis to take account of errors, omissions and recent developments. If you'd like to suggest a change to this course, please contact us: . Marketing Communications Chris Fill is now semi-retired. However, in his recent past he was Principal Lecturer in Marketing and Strategic Management at the University of Portsmouth. He was also the Senior Examiner for the Marketing Communications module that was offered by the Chartered Institute of Marketing on the Professional Diploma Programme, in addition to being a Fellow of the CIM. He is the author of Marketing Communications: Engagement, Strategies and Practice and co-author, with Karen Fill, of Business-to-Business Marketing: Relationships, Systems and Communications. Louisa Osmond is a Teaching Fellow within the Marketing faculty at Edinburgh Business School and teaches part of the on-campus Marketing course. Prior to joining Edinburgh Business School she was managing director of marketing services at one of the UK’s leading PR consultancies. She has 15 years’ industry experience and has worked with some of the best-known marketing organisations (including dunnhumby, JWT, The Marketing Society, The Advertising Association, Advertising Week, DMA, CACI, Royal Mail, Experian and Ogilvy), and has won a number of prestigious awards including PR Practitioner of the Year. Louisa has an MBA from Edinburgh Business School and is currently working towards her DBA investigating marketing competencies of senior marketers. First Published in Great Britain in 2006. © C. Fill 2006; C. Fill and L. Osmond 2017 The rights of Chris Fill and Louisa Osmond to be identified as Authors of this Work has been asserted in accordance with the Copyright, Designs and Patents Act 1988. All rights reserved; no part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise without the prior written permission of the Publishers. This book may not be lent, resold, hired out or otherwise disposed of by way of trade in any form of binding or cover other than that in which it is published, without the prior consent of the Publishers. Marketing Communications Edinburgh Business School v Contents Preface xiii A World of Marketing Communications xiii Overview of the Course Text xiv Structure of the Text xvi PART 1 INTRODUCTION TO MARKETING COMMUNICATIONS Module 1 Introduction to Marketing Comm