Marketing Communications
A Brand Narrative Approach
(Sprache: Englisch)
Marketing communications has two levels: a strategic, conceptual level, and a tactical, implementation level. In Marketing Communications , authors Micael Dahlen and Fredrik Lange argue that one cannot function without the other. Strategy and concept must...
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Marketing communications has two levels: a strategic, conceptual level, and a tactical, implementation level. In Marketing Communications , authors Micael Dahlen and Fredrik Lange argue that one cannot function without the other. Strategy and concept must be implemented, and successful implementation depends on sound strategy and concept.
Klappentext zu „Marketing Communications “
Marketing Communications: A Brand Narrative Approach is a mainstream, student-driven text which gives prominence to the driving force of all Marketing Communications: the imperative of Branding. The book aims to engage students in an entertaining, informative way, setting the conceptual mechanics of Marketing Communications in a contemporary, dynamic context. It includes key current trends such as:* 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.
Marketing communications have two levels, a strategic, conceptual level, and a tactical, implementation level. The authors argue that one cannot function without the other. Strategy and concept do not exist if they are not implemented, and successful implementation is dependent on sound strategy and concept. However, when it comes to education, the two are usually separated. There are numerous textbooks on branding and strategy that do not cover tactics, execution and implementation very well, ranging from Keller, Kapferer Aaker, Riezebos and the like on branding, to Kotler, Jobber and similar books on conceptual marketing foundations. Similarly, there are a host of textbooks on marketing communications that do not cover branding and concepts very well, such as Fill, De Pelsmacker et al, and Percy and Elliot.
The authors will write this book to address this need. The aim of the book is to merge the branding literature with the marketing communications literature, so that strategy and concept go hand in hand with tactics and implementation. By understanding branding, students can better learn and understand communications. By understanding communications, students can better learn and understand branding.
The authors will write this book to address this need. The aim of the book is to merge the branding literature with the marketing communications literature, so that strategy and concept go hand in hand with tactics and implementation. By understanding branding, students can better learn and understand communications. By understanding communications, students can better learn and understand branding.
Inhaltsverzeichnis zu „Marketing Communications “
Part 1 Introduction to Marketing CommunicationsChapter 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
Autoren-Porträt von Micael Dahlen, Fredrik Lange, Terry Smith
Als Micael Dahlén mit 34 Jahren einen Lehrstuhl an der Stockholm School of Economics übernahm, war er einer der jüngsten Professoren Schwedens. Sein unkonventioneller Stil machte ihn nicht nur in der akademischen Welt bekannt, er wurde auch zum Medienliebling in Print, TV und Radio.
Bibliographische Angaben
- Autoren: Micael Dahlen , Fredrik Lange , Terry Smith
- 2009, 1. Auflage, 606 Seiten, Masse: 18,9 x 24,6 cm, Kartoniert (TB), Englisch
- Verlag: Wiley & Sons
- ISBN-10: 0470319925
- ISBN-13: 9780470319925
- Erscheinungsdatum: 12.12.2009
Sprache:
Englisch
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