1. Edition - December 2009
57.90 Euro
2009. 606 Pages, Softcover
- Textbook -
ISBN-10: 0-470-31992-5
ISBN-13: 978-0-470-31992-5 - John Wiley & Sons






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Short description
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.

From the contents
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