Marketing Communications

Author : Chris Fill
Publisher : Pearson UK
ISBN 13 : 1292235004
Total Pages : 1019 pages
Book Rating : 4.04/5 ( download)

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Download or read book Marketing Communications written by Chris Fill and published by Pearson UK. This book was released on 2019 with total page 1019 pages. Available in PDF, EPUB and Kindle. Book excerpt: The new edition of Marketing Communications delivers a rich blend of theory with examples of contemporary marketing practice. Providing a critical insight into how brands engage audiences, Fill and Turnbull continues to be the definitive marketing communications text for undergraduate and postgraduate students in marketing and related fields. The eighth edition, which contains two new chapters, reflects the changing and disruptive world of marketing communications. Throughout the text the impact of digital media and its ability to influence audience, client, and agency experiences, is considered. Each chapter has been extensively revised, with new examples, the latest theoretical insights, and suggested reading materials. Each of the 22 chapters also has a new case study, drawn from brands and agencies from around the world. Marketing Communications is recognised as the authoritative text for professional courses such as The Chartered Institute of Marketing, and is supported by the Institute of Practitioners in Advertising.

Author : Micael Dahlen
Publisher : John Wiley & Sons
ISBN 13 : 0470319925
Total Pages : 613 pages
Book Rating : 4.25/5 ( download)

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Download or read book Marketing Communications written by Micael Dahlen and published by John Wiley & Sons. This book was released on 2009-12-21 with total page 613 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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. ***COMPANION WEBSITE - www.marketing-comms.com ***

Author : Lynne Eagle
Publisher : Routledge
ISBN 13 : 1317697758
Total Pages : 445 pages
Book Rating : 4.56/5 ( download)

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Download or read book Marketing Communications written by Lynne Eagle and published by Routledge. This book was released on 2014-08-27 with total page 445 pages. Available in PDF, EPUB and Kindle. Book excerpt: With the proliferation of digital and social media, there has never been a more dynamic time to engage with marketing communications - and never has the integration of marketing communications (marcoms) principles into a strategic marketing plan been more challenging. Even the best product in the world won’t sell without the right reach to your potential customers and the right message to engage them. This textbook applies a uniquely practical approach to the topic so that, whilst a structured overview of planning, development, implementation and evaluation of marketing communications is in place, the detailed cases made available by the Institute for Practitioners in Advertising (IPA) show how actual challenges faced by professionals in the field were addressed. This book will help you to develop the skills you need to turn theory into the right integrated communication plan, in order to succeed in an increasingly competitive environment. Aided by a veritable wealth of pedagogical features, Marketing Communications will be essential reading for both students and professionals in marketing, communications and public relations. This textbook also benefits from a companion website which includes a comprehensive instructor’s guide with PowerPoint slides, testbank questions and answer checklists.

Author : Gaynor Lea-Greenwood
Publisher : John Wiley & Sons
ISBN 13 : 1405150602
Total Pages : 231 pages
Book Rating : 4.06/5 ( download)

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Download or read book Fashion Marketing Communications written by Gaynor Lea-Greenwood and published by John Wiley & Sons. This book was released on 2013-03-18 with total page 231 pages. Available in PDF, EPUB and Kindle. Book excerpt: Fashion is all about image. Consequently, fashion marketing communications – encompassing image management and public relations, branding, visual merchandising, publicity campaigns, handling the media, celebrity endorsement and sponsorship, crisis management etc. – have become increasingly important in the fashion business. This textbook for students of fashion design, fashion marketing, communications and the media sets out all that they need for the increasing number of courses in which the subject is a part.

Author : Larry Percy
Publisher : Routledge
ISBN 13 : 1136776206
Total Pages : 335 pages
Book Rating : 4.05/5 ( download)

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Download or read book Strategic Integrated Marketing Communications written by Larry Percy and published by Routledge. This book was released on 2014-06-27 with total page 335 pages. Available in PDF, EPUB and Kindle. Book excerpt: An essential book for today's marketer now that integrated marketing communications form a critical success factor in building strong brands and strong companies This new edition is still the only textbook on the market to deal with all aspects of IMC from a strategic perspective Corporate image, identity and reputation have never been more important and this book unlocks the key factors in achieving and enhancing this Integrated Marketing Communications is not just about utilizing different communication options in your marketing campaign; it is about planning in a systematic way to determine the most effective and consistent message for your target audience. As such, it depends upon identifying the best positioning, generating positive brand attitude, a consistent reinforcement of the brand's message through IMC channels, and ensuring that all marketing communication supports the company's overall identity, image, and reputation. This textbook is a roadmap to achieving this, thoroughly updated to reflect the dynamic changes in the area since the first edition was published. New to this edition: New sections on social media and now to integrate them into your marketing function New chapter on message development and an enhanced chapter on the IMC plan Robust pedagogy to help reinforce learning and memory Enhanced teaching materials online to help lecturers prepare their courses Brand new real-life case study vignettes

Author : Lawrence Ang
Publisher : Cambridge University Press
ISBN 13 : 1108571514
Total Pages : 529 pages
Book Rating : 4.17/5 ( download)

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Download or read book Principles of Integrated Marketing Communications written by Lawrence Ang and published by Cambridge University Press. This book was released on 2021-02-23 with total page 529 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing in the digital age poses major challenges for traditional and established practices of communication. To help readers meet these challenges Principles of Integrated Marketing Communications: An Evidence-based Approach provides a comprehensive foundation to the principles and practices of integrated marketing communications (IMC). It examines a variety of traditional and digital channels used by professionals to create wide-reaching and effective campaigns that are adapted for the aims of their organisations. This edition has been thoroughly revised and each chapter includes: case studies of significant and award-winning campaigns from both Australian and international brands that illustrate the application of explored concepts; discussion and case study questions that enable readers to critically evaluate concepts and campaigns; a managerial application section that illustrates how concepts can be applied effectively in a real situation; a 'further thinking' section that expands knowledge of advanced concepts and challenges readers to think more broadly about IMC.

Author : PR Smith
Publisher : Kogan Page Publishers
ISBN 13 : 074949865X
Total Pages : 673 pages
Book Rating : 4.58/5 ( download)

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Download or read book Marketing Communications written by PR Smith and published by Kogan Page Publishers. This book was released on 2019-12-03 with total page 673 pages. Available in PDF, EPUB and Kindle. Book excerpt: "The authors have the uncommon knack of taking the complex and explaining it in a clear, compelling way. I recommend it if you want to learn the principles of strategic communications and get structured suggestions to create better campaigns." Dave Chaffey, Co-founder and Content Director, Smart Insights This book has the strongest focus of online and offline integration of any marketing communications textbook. A blended approach to marketing is in its DNA. Compared to the competition that too often uses a bolts-on approach to integration, this book is essential for giving students the precise skills employers will look for - to be able to implement genuinely integrated marketing campaigns. This new, seventh edition combines professional and academic expertise to ground big picture theory into real-world case studies, drawing from cutting-edge global companies like Snapchat and Spotify, that will teach students the why behind the how. With increased focus on social media and the latest digital technologies, this new edition will teach students: - How AI, the Internet of Things, Big Data, AR/VR and marketing automation can be used successfully in campaigns - The opportunity and risks of social media - How to navigate ethical and data management challenges - How to use the current preferred digital marketing tools and technology Covering the key themes of customer engagement, experience and journey, this book will allow students to become truly confident working in an environment of ongoing technological transformation.

Author : Sukki Yoon
Publisher : Routledge
ISBN 13 : 1000394204
Total Pages : 252 pages
Book Rating : 4.07/5 ( download)

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Download or read book Leveraged Marketing Communications written by Sukki Yoon and published by Routledge. This book was released on 2021-05-30 with total page 252 pages. Available in PDF, EPUB and Kindle. Book excerpt: This comprehensive book features recent works on leveraged marketing communications (LMC)—an intentional pairing of a brand to benefit from the associations the target audience has with the object. LMC conceptually binds a wide range of marketing communication strategies previously studied in isolation: celebrity endorsements, sponsorship, product placements, cause-related marketing, and cobranding. LMC strategies assume that an entity (e.g., Michael Jordan) can be paired with a brand (e.g., Nike) to evoke associations that ultimately enhance brand awareness and evaluations. The collection of chapters in this book examines the association between brands and entities, ideas, and contexts and combines theory and practice to offer new perspectives to help academics, practitioners, and policymakers better understand and apply LMC research. The chapters collectively provide a theoretical framework for building brand equity via linking brands to people, places, and things; examine how marketers can best leverage brand alliances; explore ways to maximize the effectiveness of sponsorship, product placement, corporate social responsibility (CSR), and cause-related marketing; and summarize our knowledge of the various forms of LMC. The chapters in this book were originally published in the International Journal of Advertising.

Author : Paul Russell Smith
Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.23/5 ( download)

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Download or read book Marketing Communications written by Paul Russell Smith and published by . This book was released on 200? with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Author : Paul Baines
Publisher : Oxford University Press
ISBN 13 : 0199646503
Total Pages : 438 pages
Book Rating : 4.00/5 ( download)

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Download or read book Essentials of Marketing written by Paul Baines and published by Oxford University Press. This book was released on 2013 with total page 438 pages. Available in PDF, EPUB and Kindle. Book excerpt: Building on the outstanding success of Baines, Fill and Page's bestselling textbook, 'Essentials of Marketing' has arrived. This is the must have textbook for students looking to excel in their studies and careers.