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:
It [Marketing Communications] is very up-to-date in terms of its commentary on new forms of alternative media and marketing opportunities that take advantage of technological breakthroughs and new user driven channels of communication. The case studies and examples that have been selected are very recent and are used extremely well to illustrate the respective topics and issues.”
Dr Nik Mahon – Senior Lecturer, Southampton Solent University
“It [Marketing Communications] adopts a sufficiently recognizable overarching framework of analysis, planning and control for lecturers to feel confident that it fulfils the needs of a basic level 1 or 2 marketing communications module. Yet at the same time and more importantly perhaps it offers quite a different perspective that seems to emphasize the creativity and art of marketing communications. The use of brand communications (rather than marketing) and emphasis on target audience, message content and media channels is contemporary and exciting, while the narrative approach reflects the move towards narrative in many different fields including marketing and consumer behaviour.” Dr. Beverley Hill, University of Gloucestershire
Chapter 1 Introduction to Marketing Communications.
Chapter 2 How Marketing Communications Works.
Part 2 Analysis and Planning for Marketing Communications.
Chapter 3 Analysis of Target Markets.
Chapter 4 Marketing Communications Effects and Objectives.
Chapter 5 Marketing Communications Strategy and Planning.
Chapter 6 Strategic Positioning.
Chapter 7 Tactics and Techniques of Positioning
Part 3 Implementation and Control of Marketing Communications.
Chapter 8 Building Brand Equity.
Chapter 9 Brand Narrative and Relational Management.
Chapter 10 The Marketing Communications Mix.
Chapter 11 Advertising Strategy.
Chapter 12 Advertising Creativity.
Chapter 13 Media Concepts and Media Planning.
Chapter 14 Public Relations and Hybrid Marketing Communications.
Chapter 15 Sales and Sales Promotion.
Chapter 16 Beyond Traditional Marketing Communications.
Chapter 17 Evaluating Marketing Communications.
Number Of Pages: 584
Published: 4th December 2009
Publisher: John Wiley and Sons Ltd
Country of Publication: GB
Dimensions (cm): 24.38 x 18.8 x 3.05
Weight (kg): 1.16
Edition Number: 1