Marketing communications : a brand narrative approach /
Dahlén, Micael.
Marketing communications : a brand narrative approach / Micael Dahlén, Fredrik Lange, Terry Smith. - Chichester : Wiley, 2010. - xxii, 584 p. : col. ill., col. ports. ; 25 cm.
Includes bibliographical references and index.
Part 1--: Introduction to Marketing Communications. -- -- Introduction to Marketing Communications. -- -- How Marketing Communications Works. Part 2 -- Analysis and Planning for Marketing Communications. -- -- Analysis of Target Markets. -- -- Marketing Communications Effects and Objectives. -- -- Marketing Communications Strategy and Planning. -- -- Strategic Positioning. -- -- Tactics and Techniques of Positioning Part 3 -- Implementation and Control of Marketing Communications. -- -- Building Brand Equity. -- -- Brand Narrative and Relational Management. -- ---- The Marketing Communications Mix. -- ---- Advertising Strategy. -- ---- Advertising Creativity. -- ---- Media Concepts and Media Planning. -- ---- Public Relations and Hybrid Marketing Communications. -- ---- Sales and Sales Promotion. -- ---- Beyond Traditional Marketing Communications. -- ---- Evaluating Marketing Communications.
Marketing communications have two levels, a strategic, conceptual level, & a tactical, implementation level. In this book, the authors argue that one cannot function without the other. Strategy & concept do not exist if they are not implemented, & successful implementation is dependent on sound strategy & concept.
9780470319925 (pbk.) : £34.99 9780470319925 (Paper)
Communication in marketing.
Branding (Marketing)
Business and Management.
Sales & marketing
HF5415.123 / .D34 2010
658.802 DAH
Marketing communications : a brand narrative approach / Micael Dahlén, Fredrik Lange, Terry Smith. - Chichester : Wiley, 2010. - xxii, 584 p. : col. ill., col. ports. ; 25 cm.
Includes bibliographical references and index.
Part 1--: Introduction to Marketing Communications. -- -- Introduction to Marketing Communications. -- -- How Marketing Communications Works. Part 2 -- Analysis and Planning for Marketing Communications. -- -- Analysis of Target Markets. -- -- Marketing Communications Effects and Objectives. -- -- Marketing Communications Strategy and Planning. -- -- Strategic Positioning. -- -- Tactics and Techniques of Positioning Part 3 -- Implementation and Control of Marketing Communications. -- -- Building Brand Equity. -- -- Brand Narrative and Relational Management. -- ---- The Marketing Communications Mix. -- ---- Advertising Strategy. -- ---- Advertising Creativity. -- ---- Media Concepts and Media Planning. -- ---- Public Relations and Hybrid Marketing Communications. -- ---- Sales and Sales Promotion. -- ---- Beyond Traditional Marketing Communications. -- ---- Evaluating Marketing Communications.
Marketing communications have two levels, a strategic, conceptual level, & a tactical, implementation level. In this book, the authors argue that one cannot function without the other. Strategy & concept do not exist if they are not implemented, & successful implementation is dependent on sound strategy & concept.
9780470319925 (pbk.) : £34.99 9780470319925 (Paper)
Communication in marketing.
Branding (Marketing)
Business and Management.
Sales & marketing
HF5415.123 / .D34 2010
658.802 DAH