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Marketing Communications
Micael Dahlen
€ 77.17
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Description for Marketing Communications
Paperback. 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. Num Pages: 606 pages, Illustrations. BIC Classification: KJS. Category: (P) Professional & Vocational. Dimension: 246 x 190 x 27. Weight in Grams: 1162.
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:
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 ... Read more
- 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 ***
Show LessProduct Details
Publisher
John Wiley and Sons Ltd United Kingdom
Number of pages
606
Format
Paperback
Publication date
2009
Condition
New
Number of Pages
608
Place of Publication
New York, United States
ISBN
9780470319925
SKU
V9780470319925
Shipping Time
Usually ships in 7 to 11 working days
Ref
99-50
About Micael Dahlen
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. Terry Smith is Senior Lecturer in the Department of Marketing, Tourism and Events Management at the University of Chester.
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