Marketing Communications - Dahlen
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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…mehr

Produktbeschreibung
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.
  • Produktdetails
  • Verlag: John Wiley & Sons / Wiley, John, & Sons, Inc
  • Artikelnr. des Verlages: 14531992000
  • 1. Auflage
  • Seitenzahl: 614
  • Erscheinungstermin: 8. Dezember 2009
  • Englisch
  • Abmessung: 246mm x 189mm x 32mm
  • Gewicht: 1170g
  • ISBN-13: 9780470319925
  • ISBN-10: 0470319925
  • Artikelnr.: 23375573
Autorenporträt
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.
Inhaltsangabe
Part 1 Introduction to Marketing Communications

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