The Marketing Communications and Relationship

How to shape your marketing communication mix and how to communicate with your audience

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In this lecture, the role of marketing communications within the development of buyer/seller relationships is explored from an audience perspective. The first part of the lecture considers a range of forms of communications, and the second examines a range of exchange preferences. The final part brings these two elements together in the form of a marketing communication/relationship dynamic. This video shows how understanding an audience's preferred relationship with a supplier should shape the type of marketing communications mix used to communicate with them.

Your Instructor

Chris Fill
Chris Fill

Prior to his academic career Chris completed his masters degree at the University of Warwick and then enjoyed a successful marketing and commercial career with a variety of international organisations. He writes frequently and has published research papers in a variety of academic and practitioner journals. Much of his research to date has centred on aspects of marketing communications, corporateidentity and associated branding issues. His most recent journal paper concerns the evaluation of viral marketing. Current papers in production concern key account management, permission marketing, charity branding and the dimensions of interactivity.

He has written a number of books, including the most recently published fifth edition of his internationally recognised textbook, Marketing Communications. He has also co-authored a new principles of marketing textbook, Marketing, which has been extremely well received by the market. He has contributed guest chapters to a number of books and also writes study guides, coursebooks and various web based learning and teaching materials.

In addition to teaching marketing communications at undergraduate and postgraduate levels, he has undertaken management and marketing consultancy work for a variety of private and public sector organisations. He is also Senior Examiner for the Chartered Institute of Marketing. He has been Senior Examiner for the Marketing Communications modules for over 12 years and has led the development and is the Senior Examiner for the new postgraduate diploma module, Managing Corporate Reputation. He speaks regularly on marketing and corporate communications issues and podcasts through the Pearson,com site on marketing communications.

Recent Publications:

Evaluating viral marketing: isolating the key criteria, Marketing Intelligence & Planning, 26, 7, 743-758 (with Danilo Cruz, Honda) (2008).

Redefining the nature and format of the marketing communications mix, The Marketing Review, 7, 1 (Spring) (with Graham Hughes), (2007).

Contributor to Marketing Communication: emerging trends and developments. Editor Professor A.Kimmel, ESCP-EAP, European School of Management, Chapter 8: Trends in Below-the-Line Communication Technologies, (2006).

Corporate Services Brands: the intellectual and emotional engagement of employees, Corporate Reputation Review, an international journal 7, 4 (Winter), 365-376 (with Simon Hardaker, QinetiQ), (2005).

Under Review:

The Value of Key Account Management: the role of communication (with Sara Spear) Permission Marketing: have I got yours? (with Henry Lewis)


Business-to-Business Marketing: relationships, systems and communications, (with K. Fill, University of Southampton), Harlow: Pearson Education, (2005). Simply Marketing Communications, Harlow: Pearson Education, (2006) Marketing (with P Baines and K. Page) Oxford University Press, (2008) Marketing Communications: interactivity, communities and content, 5e, Harlow: Pearson Education, (2009).

Frequently Asked Questions

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