In addition to an extensive theoretical foundation, the sixth edition of Marketing Communications provides readers with a strongly applied perspective of this rapidly changing and fascinating discipline. Using case studies and examples of brands from around the world, plus invaluable support from the Institute of Practitioners in Advertising, this book provides a unique blend of the theory and practice of brand communications.Chris Fills book continues to be the definitive text for undergraduate and postgraduate students in marketing, business studies and other marketing-related programmes. It is also recognised as an invaluable complement for professional students, including those studying with the Chartered Institute of Marketing.About the authorChris Fill BA, MSc. FCIM, is a Director of Fillassociates. He works with lecturers and students at business schools in the UK and in Europe, is an Advisory Professor at Poitiers Business School, works with the Institute of Practitioners in Advertising and is a Fellow and former Senior Examiner at the Chartered Institute of Marketing. He has authored over 30 textbooks, published papers in many leading academic journals, and is internationally recognised for his contribution to Marketing Communications. www.fillassociates.co.uk"This book has always been THE definitive marketing communications 'authority' - but this new edition has capitalised on the increasing dynamism in the communications industry and really delivered the goods. This sixth edition offers an exciting and authoritative text which stimulates the reader and explores the most crucial contemporary issues in the fast-changing world of marketing communications.  Professor Ruth Ashford, CIM Senator and Pro Vice Chancellor and Dean of Faculty of Business and Law, Manchester Metropolitan University (Pearson)