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Marketing Communications

Micael Dahlen, Fredrik Lange, Terry Smith · ISBN 9780470319925
Marketing Communications | Zookal Textbooks | Zookal Textbooks
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$115.95
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Publisher John Wiley & Sons (UK)
Author(s) Micael Dahlen / Fredrik Lange / Terry Smith
Subtitle A Brand Narrative Approach
Edition 1
Published 4th December 2009
Related course codes

A Brand Narrative Approach

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 - href="http://www.marketing-comms.com/">www.marketing-comms.com
***

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