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Marketing Communications by Dahlen, Micael; Lange, Fredrik; Smith, Terry
by Dahlen, Micael; Lange, Fredrik;... | PB | VeryGood
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- Kup terazMarketing Communications by Dahlen, Micael; Lange, Fredrik; Smith, Terry
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Znajduje się w: Aurora, Illinois, Stany Zjednoczone
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Szacowana między Pt, 29 sie a Cz, 4 wrz do 94104
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Nr przedmiotu eBay: 197088028689
Ostatnia aktualizacja: 25-08-2025 19:17:01 CEST Wyświetl wszystkie poprawkiWyświetl wszystkie poprawki
Parametry przedmiotu
- Stan
- Bardzo dobry
- Uwagi sprzedawcy
- Binding
- Paperback
- Book Title
- Marketing Communications
- Weight
- 1 lbs
- Product Group
- Book
- IsTextBook
- No
- ISBN
- 9780470319925
O tym produkcie
Product Identifiers
Publisher
Wiley & Sons, Incorporated, John
ISBN-10
0470319925
ISBN-13
9780470319925
eBay Product ID (ePID)
69987071
Product Key Features
Number of Pages
608 Pages
Publication Name
Marketing Communications : a Brand Narrative Approach
Language
English
Publication Year
2009
Subject
Marketing / General
Type
Textbook
Subject Area
Business & Economics
Format
Trade Paperback
Dimensions
Item Height
1.1 in
Item Weight
41.4 Oz
Item Length
9.6 in
Item Width
7.5 in
Additional Product Features
Intended Audience
College Audience
LCCN
2009-025220
Dewey Edition
22
Illustrated
Yes
Dewey Decimal
658.802
Table Of Content
List of Cases xiii Preface xvii Part 1 Introduction To Marketing Communications Chapter 1 Introduction to Marketing Communications 2 Chapter 2 How Marketing Communications Works 22 Part 2 Analysis And Planning For Marketing Communications Chapter 3 Analysis of Target Audiences 50 Chapter 4 Effects and Objectives 78 Chapter 5 Strategy and Planning 102 Chapter 6 Strategic Positioning 125 Chapter 7 Tactics and Techniques of Positioning 155 Part 3 Implementation And Control Of Marketing Communications Chapter 8 Building Brand Equity 194 Chapter 9 Brand Narrative and Relational Management 236 Chapter 10 The Marketing Communications Mix 273 Chapter 11 Advertising Strategy 289 Chapter 12 Advertising Creativity 318 Chapter 13 Media Concepts and Media Planning 353 Chapter 14 Public Relations and Hybrid Marketing Communications 389 Chapter 15 Sales and Sales Promotion 425 Chapter 16 Beyond Traditional Marketing Communications 444 Chapter 17 Evaluating Marketing Communications 468 Glossary 491 References 548 Index 571
Synopsis
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: 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. ***COMPANION WEBSITE - www.marketing-comms.com ***, 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. Visit the companion website at www.wileyeurope.com/college/dahlenfor a full range of Instructor and Student Resources including case teaching notes, PowerPoint slides, Test bank, video clips and interactive glossary. "It is very up-to-date in terms of its commentary on new forms of alternative media and marketing opportunities that take advantage of technological breakthroughs and new user driven channels of communication. The case studies and examples that have been selected are very recent and are used extremely well to illustrate the respective topics and issues." Dr Nik Mahon , Senior Lecturer, Southampton Solent University, UK "Some students asked recently When will the textbooks stop calling the internet new media? This text starts from the assumption that new media is what we are using today instead of considering it to be still an exciting new technology!" Dr Beverley Hill , University of Gloucestershire,UK, 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.
LC Classification Number
HF5415.123
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ThriftBooks
98,9% opinii pozytywnych•Sprzedane przedmioty: 19,8 mln
Zarejestrowany jako sprzedawca-firma
Opinie sprzedawcy (5 714 518)
- v***t (4540)- Opinie wystawione przez kupującego.Ostatni miesiącZakup potwierdzonyPerfect. Thank you.
- c***r (102)- Opinie wystawione przez kupującego.Ostatni miesiącZakup potwierdzonyThe book was in very good condition, and good value. The only issue was that shipping was quite slow, 11 days in total with DHL apparently just sitting on it for days at a time, ending up being "out for delivery" for 36 hours. So frustrating!
- 0***r (144)- Opinie wystawione przez kupującego.Ostatni miesiącZakup potwierdzonyAS ALWAYS, Order came through with no problem, the video is in good condition, value was great, it appears to be in good shape. Thank you so much for another great deal. Barb