{"product_id":"marketing-communications-9780470319925","title":"Marketing Communications","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003ci\u003eMarketing Communications: A Brand Narrative Approach\u003c\/i\u003e 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:  \u003col\u003e \u003cli\u003e\n\u003cb\u003eBrand narrative approach\u003c\/b\u003e - Cases such as \u003ci\u003eDove, Harley-Davidson, Nike and World of War Craft\u003c\/i\u003e 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.\u003cbr\u003e \u003c\/li\u003e \u003cli\u003e\n\u003cb\u003eMedia neutral\/multi-media approach\u003c\/b\u003e  - 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 \u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eList of Cases xiii\u003c\/p\u003e \u003cp\u003ePreface xvii\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 1 Introduction To Marketing Communications\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 1 Introduction to Marketing Communications 2\u003c\/p\u003e \u003cp\u003eChapter 2 How Marketing Communications Works 22\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 2 Analysis And Planning For Marketing Communications\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 3 Analysis of Target Audiences 50\u003c\/p\u003e \u003cp\u003eChapter 4 Effects and Objectives 78\u003c\/p\u003e \u003cp\u003eChapter 5 Strategy and Planning 102\u003c\/p\u003e \u003cp\u003eChapter 6 Strategic Positioning 125\u003c\/p\u003e \u003cp\u003eChapter 7 Tactics and Techniques of Positioning 155\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart 3 Implementation And Control Of Marketing Communications\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 8 Building Brand Equity 194\u003c\/p\u003e \u003cp\u003eChapter 9 Brand Narrative and Relational Management 236\u003c\/p\u003e \u003cp\u003eChapter 10 The Marketing Communications Mix 273\u003c\/p\u003e \u003cp\u003eChapter 11 Advertising Strategy 289\u003c\/p\u003e \u003cp\u003eChapter 12 Advertising Creativity 318\u003c\/p\u003e \u003cp\u003eChapter 13 Media Concepts and Media Planning 353\u003c\/p\u003e \u003cp\u003eChapter 14 Public Relations and Hybrid Marketing Communications 389\u003c\/p\u003e \u003cp\u003eChapter 15 Sales and Sales Promotion 425\u003c\/p\u003e \u003cp\u003eChapter 16 Beyond Traditional Marketing Communications 444\u003c\/p\u003e \u003cp\u003eChapter 17 Evaluating Marketing Communications 468\u003c\/p\u003e \u003cp\u003eGlossary 491\u003c\/p\u003e \u003cp\u003eReferences 548\u003c\/p\u003e \u003cp\u003eIndex 571\u003c\/p\u003e\n\u003c\/li\u003e\n\u003c\/ol\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49402315047255,"sku":"9780470319925","price":53.06,"currency_code":"GBP","in_stock":false}],"url":"https:\/\/bookcurl.com\/products\/marketing-communications-9780470319925","provider":"Book Curl","version":"1.0","type":"link"}