Chris Fill, Marketing Communications: Contexts, Strategies and Applications Review

Overall Rating

Good real life examples
Well structured
Essential and useful marketing tool

Chris Fill, Marketing Communications: Contexts, Strategies and Applications - Chris Fill has done it again! Marketing Communications: Contexts, Strategies and Applications is an ideal tool for students, theorists and business people alike as it gives a superb grounding in the area of Marketing Communications. The 3rd edition has again stepped up to the plate and improved on previous editions by adding new and fresh content and an improved layout and structure.

The great thing about Fill is that he mixes academia with the real world and uses relevant empirical evidence to demonstrate the theories that the marketing boffins preach. Integrated marketing takes a precedence in this book as Fill bangs home the belief that all marketing needs to be integrated. Again he backs up the talk with real-life evidence and this helps the reader make the connection between theory and reality.

While Fill may be no Kotler, he is switched on in the area of marketing communications and his book is valuable as a learning resource and as a consultative tool.