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:
- 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.
- 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.
About the Author
Micael Dahlen is the author of six best-selling books and a professor at Stockholm School of Economics. He has risen rapidly to take up a leading position in the fields of consumer behavior, creativity and marketing.
He has been ranked number ten in the world among researchers in his field and was nominated for the “Business Professor of the Year” award by The Economist’s Intelligence Unit.
Professor Dahlen is an internationally acclaimed speaker and has given keynote presentations in places such as Istanbul, New York, Lisbon, and Shanghai, for clients such as Google, Samsung and Volkswagen.
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
Part 1: Introduction to Marketing Communications.
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.