Marketing Communications: A Brand Narrative ApproachJohn Wiley & Sons, 2009. dec. 21. - 608 oldal 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:
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 *** |
Tartalomjegyzék
PART | 1 |
Introduction to Marketing Communications | 2 |
The Joy of the Gorilla and | 17 |
How Marketing Communications Works | 22 |
Hello Im a Mac | 23 |
COMMUNICATIONS | 41 |
Life Without Walls | 46 |
Analysis of Target Audiences | 50 |
Brand Narrative and Relational Management | 236 |
All We are Saying is Give Peace Love | 270 |
The Marketing Communications Mix | 273 |
Advertising Amnesty Branding | 286 |
Advertising Strategy | 289 |
Austrian Thai Myth Creates a Global Hit with | 315 |
Chapter 12 | 318 |
Chapter 13 | 337 |
Chapter 4 | 55 |
Destination Australia | 75 |
Effects and Objectives | 78 |
Chapter 5 | 99 |
Strategy and Planning | 102 |
Fast Fashion Formula Finds Gap in the Market | 122 |
Chapter 6 | 123 |
Strategic Positioning | 125 |
Wii are Family Gaming | 151 |
Tactics and Techniques of Positioning | 155 |
Is Green the New Black? I care therefore I am | 156 |
PART 3 | 186 |
Is Green | 189 |
IMPLEMENTATION AND CONTROL OF MARKETING | 193 |
Chapter 8 | 194 |
Chapter 9 | 221 |
Focusing on the Legend gives Legs to | 233 |
Heineken Know the Signs that Giving | 349 |
Media Concepts and Media Planning | 353 |
Chapter 14 | 383 |
BlackBerry and the Social | 384 |
Public Relations and Hybrid Marketing | 389 |
One World One Dream One Great | 421 |
Sales and Sales Promotion | 425 |
You Can Lead a Man to Culture but Can | 441 |
Beyond Traditional Marketing Communications | 444 |
The Joy of Text Its Not Just Words That Count | 464 |
Evaluating Marketing Communications | 468 |
The Ethics | 487 |
Glossary | 491 |
References | 548 |
571 | |
Gyakori szavak és kifejezések
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