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Marketing communications : touchpoints, sharing and disruption / Chris Fill, Sarah Turnbull. Harlow, England ; New York : Pearson, 2019xli, 775 p. : color ill. ; 27 cm.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
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Strategic brand management : building, measuring, and managing brand equity / Kevin Lane Keller, Vanitha Swaminathan. Upper Saddle River : Pearson, 20201 online resource (622 p.) ; 28 cm.This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States. For courses in brand management. Create profitable brand strategies by building, measuring, and managing brand equity Strategic Brand Management: Building, Measuring, and Managing Brand Equity looks at branding from the perspective of the consumer, and provides a framework that identifies, defines, and measures brand equity. Using insight from both academics and industry practitioners
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