Marketing Communications PDF
By:Micael Dahlen,Fredrik Lange,Terry Smith
Published on 2010-02-05 by John Wiley & Sons
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.
This Book was ranked at 18 by Google Books for keyword Communications.
Book ID of Marketing Communications's Books is rLt48XwnW1cC, Book which was written byMicael Dahlen,Fredrik Lange,Terry Smithhave ETAG "5DXde84p0KQ"
Book which was published by John Wiley & Sons since 2010-02-05 have ISBNs, ISBN 13 Code is 9780470319925 and ISBN 10 Code is 0470319925
Reading Mode in Text Status is false and Reading Mode in Image Status is true
Book which have "606 Pages" is Printed at BOOK under CategoryBusiness and Economics
Book was written in en
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