Rights Contact Login For More Details
More About This Title Marketing Communications - A Brand NarrativeApproach
English
- Brand narrative approach - Cases such as Dove, Harley-Davidson, Nike and World of War Craft feature real-life, salient examples which are engaging for students and reflect the growth of co-authored brand ‘stories’ to help build and maintain brands by customer engagement through meaningful dialogues.
- Media neutral/multi-media approach - This text has a sound exploration of online and offline synergy combining one-message delivery and multi-media exposures, through examples of companies and political campaigns using ‘non-traditional’ media to reach groups not locking into ‘normal channels’.
This brand new text features an impressive mixture of real-life brand case studies underpinned with recent academic research and market place dynamics. The format is structured into three sections covering analysis, planning and implementation and control of Marketing Communications. Using full colour examples of brands, and student-friendly diagrams, the book acknowledges that the modern student learns visually as well as through text.
English
Micael Dahlen is Associate Professor in Business Administration, Centre for Consumer Marketing, Stockholm School of Economics.
Fredrik Lange is Assistant Professor, Centre for Consumer Marketing, Stockholm School of Economics.
Terry Smith is Senior Lecturer in the Department of Marketing, Tourism and Events Management at the University of Chester.
English
Chapter 1 Introduction to Marketing Communications.
Chapter 2 How Marketing Communications Works.
Part 2 Analysis and Planning for Marketing Communications.
Chapter 3 Analysis of Target Markets.
Chapter 4 Marketing Communications Effects and Objectives.
Chapter 5 Marketing Communications Strategy and Planning.
Chapter 6 Strategic Positioning.
Chapter 7 Tactics and Techniques of Positioning
Part 3 Implementation and Control of Marketing Communications.
Chapter 8 Building Brand Equity.
Chapter 9 Brand Narrative and Relational Management.
Chapter 10 The Marketing Communications Mix.
Chapter 11 Advertising Strategy.
Chapter 12 Advertising Creativity.
Chapter 13 Media Concepts and Media Planning.
Chapter 14 Public Relations and Hybrid Marketing Communications.
Chapter 15 Sales and Sales Promotion.
Chapter 16 Beyond Traditional Marketing Communications.
Chapter 17 Evaluating Marketing Communications.
