Marketing Communications "A Brand Narrative Approach"

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Dahlen, Micael

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ISBN:9780470319925
Editorial: Wiley & Sons Ltd.
Fecha de la edición:2010
Encuadernación:
Nº Pág.:606
Idiomas:Ingles,Inglés

Materias:

/ Marketing

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.

Pt. 1 Introduction to Marketing Communications
Ch. 1 Introduction to Marketing Communications 2
Ch. 2 How Marketing Communications Works 22
Pt. 2 Analysis and Planning for Marketing Communications
Ch. 3 Analysis of Target Audiences 50
Ch. 4 Effects and Objectives 78
Ch. 5 Strategy and Planning 102
Ch. 6 Strategic Positioning 125
Ch. 7 Tactics and Techniques of Positioning 155
Pt. 3 Implementation and Control of Marketing Communications
Ch. 8 Building Brand Equity 194
Ch. 9 Brand Narrative and Relational Management 236
Ch. 10 The Marketing Communications Mix 273
Ch. 11 Advertising Strategy 289
Ch. 12 Advertising Creativity 318
Ch. 13 Media Concepts and Media Planning 353
Ch. 14 Public Relations and Hybrid Marketing Communications 389
Ch. 15 Sales and Sales Promotion 425
Ch. 16 Beyond Traditional Marketing Communications 444
Ch. 17 Evaluating Marketing Communications 468
Glossary 491
References 548
Index 571