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Marketing Communications Management - Paul Copley

Marketing Communications Management

Paperback

Published: 23rd September 2004
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Marketing Communications Management: concepts and theories, cases and practice makes critical reflections on the prime issues in integrated marketing communications and is designed to encourage the reader to stop and think about key issues. The author takes a managerial approach to the subject and provides a set of frameworks that facilitate both learning and teaching. A wide range of pedagogical features is included such as sample exam questions, 'stop points', vignettes, and case studies, and a summary of key points concludes each chapter.
Most organizations need some form of marketing or corporate communications and this text is designed to service both practitioners and students undertaking formal study. The author addresses strategic and critical issues that dovetail with the current interest in marketing communications as reflected in the media, with particular emphasis given to advertising and sponsorship.
* Especially tailored to the higher level needs of the final year student, offering an integrated, managerial approach
* Comprehensive global coverage of the topic
* Wide range of examples, case studies and vignettes to bring the theory to life

'First rate and comprehensive. This book has got it just right: a rich blend of academic underpinning and practical examples in a very readable style. You are encouraged to participate in the almost distance-learning approach and via the innovative and thought provoking 'stop-points'.'

Martin Evans, Senior Fellow, Cardiff Business School.

'Paul Copley's Marketing Communications Management is an excellent text for exploring marketing communications in the 21st century. It skilfully balances the theory and practice of marketing communications, and, moreover, the blend of examples drawn from a variety of organizations, e.g. non-profit/profit, SME/MNC, industrial/consumer, demonstrate how marketing communications may be successfully and, in some cases, unsuccessfully applied.'

Ann Torres, Lecturer in Marketing, National University of Ireland.

Marketing communications in context - The integrated marketing communications mix and its environment
Marketing communications theory
Behaviour and relationships
Managing the communications mix
Advertising as art of persuasion, strategic thinking and managed discipline - Advertising theory, branding and practice
Creative platform and the role of semiotics
Media characteristics, planning and spend issues
Advertising management - A case of White Horse Whisky
Sales promotion and direct marketing - The nature and role of sales promotions
Direct marketing
Planning and managing promotions: A case of ASB bank New Zealand
Public and corporate relations - The nature and role of public relations
Corporate communications
Sponsorship
Planning and managing public relations: A case of Perrier and other crises
Personal communication - The nature and role of personal selling
Planning and managing personal communication - A case of Audi
Research in and evaluation of marketing communications
Interactivity in marketing communications
International issues
Glossary of terms used in marketing communications
Subject and author index
Table of Contents provided by Publisher. All Rights Reserved.

ISBN: 9780750652940
ISBN-10: 0750652942
Audience: Tertiary; University or College
Format: Paperback
Language: English
Number Of Pages: 456
Published: 23rd September 2004
Country of Publication: GB
Dimensions (cm): 27.79 x 21.23  x 2.67
Weight (kg): 1.24
Edition Number: 1