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.