Marketing Communications: A Brand Narrative Approach

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John Wiley & Sons, 21 dic 2009 - 608 páginas
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:
  1. 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.
  2. 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 ***

 

Páginas seleccionadas

Índice

Introduction to Marketing Communications Page
2
The Joy of the Gorilla and
17
How Marketing Communications Works
22
Hello Im a Mac
23
Life Without Walls
46
Analysis of Target Audiences
50
Destination Australia
75
Effects and Objectives
78
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
Advertising Creativity
318
Heineken Know the Signs that Giving
349
Media Concepts and Media Planning
353

The Skys the Limit for Top SetTop Box
99
Strategy and Planning
102
Fast Fashion Formula Finds Gap in the Market
122
Strategic Positioning
125
Wii are Family Gaming
151
Tactics and Techniques of Positioning
155
Is Green
189
Building Brand Equity
194
Focusing on the Legend gives Legs to
233
Brand Narrative and Relational Management
236
BlackBerry and the Social
384
Public Relations and Hybrid Marketing Communications
389
Sales and Sales Promotion
425
Beyond Traditional Marketing Communications
444
Evaluating Marketing Communications
468
Glossary
491
References
548
Index
571
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Sobre el autor (2009)

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.

Información bibliográfica