Marketing Communications – A Cambridge Marketing Handbook
This Handbook looks at the contemporary integrated communications mix, in the light
of the changes in digital marketing and gives an overview of the current tools that
marketers need to be able to use to communicate effectively. Key topics include the
purpose and uses of communications; the promotional mix; advertising tools; public
relations and media tools; the meaning of consumer behaviour; communications plans
and evaluation methods. It also examines the buyer behaviour theories for B2C and
B2B, looking at the elements that make up the purchasing process and at the key
influences on consumer and organisational buying behaviour.
About the Authors
Charles Nixon, MBA, has many years of marketing experience, from government
relations, through market research to marketing communications and strategy,
having worked across a broad range of industries including textiles, software,
telecommunications and financial services. Charles is Chairman and a founding director
of Cambridge Marketing College and consults in marketing for high technology and
publishing companies. He is a Fellow of CAM, CIM and the Royal Society of Arts.
Paul Woodhouse is Group Marketing Manager for the Vindis Group. With a background
in journalism and PR, he then moved into marketing and has worked for a number of
agencies and organisations in B2B, B2C and the not-for-profit sectors. Paul regularly
contributes articles and interviews to the Cambridge Marketing Review, and writes white
papers and other thought leadership pieces for Cambridge Marketing College.