|  | Dahlen, Micael / Lange, Fredrik / Smith, Terry
Marketing Communications
A Brand Narrative Approach. Desktop Edition
 1. Auflage Dezember 2009
63,90 Euro
2009. 606 Seiten, Softcover
- Lehrbuch -
ISBN 978-0-470-31992-5 - John Wiley & Sons
Preis inkl. Mehrwertsteuer zzgl. Versandkosten.
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| Kurzbeschreibung
Marketing communications has two levels: a strategic, conceptual level, and a tactical, implementation level. In Marketing Communications, authors Micael Dahlen and Fredrik Lange argue that one cannot function without the other. Strategy and concept must be implemented, and successful implementation depends on sound strategy and concept. This book fills the need for a cohesive coverage, merging branding literature with marketing communications literature, so that strategy and concept go hand in hand with tactics and implementation. It gives both student and professional marketers a formidable toolbox for meeting today's marketing and branding challenges.
Aus dem Inhalt
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
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