Marketing Communications

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Marketing Communications

Lynne Eagle,Barbara Czarnecka,Stephan Dahl,Jenny Lloyd
Marketing Communications Book PDF

Author : Lynne Eagle,Barbara Czarnecka,Stephan Dahl,Jenny Lloyd
Publisher : Routledge
Page : 445 pages
File Size : 46,5 Mb
Release : 2014-08-27
Category : Business & Economics
ISBN : 9781317697756

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Marketing Communications by Lynne Eagle,Barbara Czarnecka,Stephan Dahl,Jenny Lloyd Pdf

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.

Marketing Communications

Chris Fill,Sarah Turnbull
Marketing Communications Book PDF

Author : Chris Fill,Sarah Turnbull
Publisher : Pearson UK
Page : 1019 pages
File Size : 47,9 Mb
Release : 2019
Category : Branding (Marketing)
ISBN : 9781292235004

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Marketing Communications by Chris Fill,Sarah Turnbull Pdf

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.

Marketing Communications

John R Rossiter,Larry Percy,Lars Bergkvist
Marketing Communications Book PDF

Author : John R Rossiter,Larry Percy,Lars Bergkvist
Publisher : SAGE
Page : 755 pages
File Size : 46,6 Mb
Release : 2018-08-21
Category : Business & Economics
ISBN : 9781526452160

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Marketing Communications by John R Rossiter,Larry Percy,Lars Bergkvist Pdf

Uniting industry experience with academic expertise, the authors combine marketing communications and advertising with the branding perspective, providing students with a practical planning system and a seven-step approach to creating a comprehensive marketing plan. The new SAGE Marketing Communications textbook is a contemporary evolution of the well-known Rossiter and Percy Advertising and Promotion Management textbook, which at its peak was adopted by six of the top 10 U.S. business schools – Stanford, Wharton, Columbia, Berkeley, UCLA, and Northwestern – as well as by the London Business School, Oxford’s Said Business School, and by most of the top business schools in Europe such as Erasmus University Rotterdam, INSEAD, and the Stockholm School of Economics. Key features include: An author analytical approach with checklist frameworks in chapters, providing students with a systematic guide to doing marketing communications. A managerial perspective, helping students to become a marketing manager and study as though they are in the role. Coverage of key new marketing communications topics such as branding and social media. In each of the end-of-chapter questions there are mini-cases that involve real brands, and the numerous examples throughout the text refer to globally known brands such as Gillette, Mercedes, Revlon, and Toyota. The book is supported by online instructor resources, including PowerPoint slides and teaching outlines for each chapter, multiple choice exam questions and answers, team project templates, true and false quizzes and answers, and an instructor manual. Suitable for Marketing Communications and Advertising & Promotion modules at UG and PG levels.

Marketing Communications

Micael Dahlen,Fredrik Lange,Terry Smith
Marketing Communications Book PDF

Author : Micael Dahlen,Fredrik Lange,Terry Smith
Publisher : John Wiley & Sons
Page : 613 pages
File Size : 42,8 Mb
Release : 2009-12-21
Category : Business & Economics
ISBN : 9780470319925

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Marketing Communications by Micael Dahlen,Fredrik Lange,Terry Smith Pdf

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 ***

Fundamentals of Public Relations and Marketing Communications in Canada

William Wray Carney,Leah-Ann Lymer
Fundamentals of Public Relations and Marketing Communications in Canada Book PDF

Author : William Wray Carney,Leah-Ann Lymer
Publisher : University of Alberta
Page : 537 pages
File Size : 42,9 Mb
Release : 2022-09-01
Category : Business & Economics
ISBN : 9781772126518

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Fundamentals of Public Relations and Marketing Communications in Canada by William Wray Carney,Leah-Ann Lymer Pdf

Experts in public relations, marketing, and communications have created the most comprehensive textbook specifically for Canadian students and instructors. Logically organized to lead students from principles to their application—and generously supplemented with examples and case studies—the book features chapters on theory, history, law, ethics, research methods, planning, writing, marketing, advertising, media, and government relations, as well as digital, internal, and crisis communications. Chapters open with learning objectives and conclude with lists of key terms, review and discussion questions, activities, and recommended resources. Fundamentals of Public Relations and Marketing Communications in Canada will be essential in post-secondary classes and will serve as a valuable reference for established professionals and international communicators working in Canada. Contributors: Colin Babiuk, Sandra L. Braun, Wendy Campbell, John E.C. Cooper, Marsha D’Angelo, Ange Frymire Fleming, Mark Hunter LaVigne, Danielle Lemon, Allison G. MacKenzie, Sheridan McVean, Charles Pitts, David Scholz, Jeff Scott, Charmane Sing, Amy Thurlow, Carolyne Van Der Meer, Ashleigh VanHouten, Cynthia Wrate, and Anthony R. Yue. Sponsor: Hill + Knowlton Strategies

Marketing Communications

PR Smith,Ze Zook
Marketing Communications Book PDF

Author : PR Smith,Ze Zook
Publisher : Kogan Page Publishers
Page : 673 pages
File Size : 48,7 Mb
Release : 2019-12-03
Category : Business & Economics
ISBN : 9780749498658

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Marketing Communications by PR Smith,Ze Zook Pdf

"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.

Leveraged Marketing Communications

Sukki Yoon,Yung Kyun Choi,Charles R. Taylor
Leveraged Marketing Communications Book PDF

Author : Sukki Yoon,Yung Kyun Choi,Charles R. Taylor
Publisher : Routledge
Page : 252 pages
File Size : 46,9 Mb
Release : 2021-05-30
Category : Business & Economics
ISBN : 9781000394207

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Leveraged Marketing Communications by Sukki Yoon,Yung Kyun Choi,Charles R. Taylor Pdf

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.

Fashion Marketing Communications

Gaynor Lea-Greenwood
Fashion Marketing Communications Book PDF

Author : Gaynor Lea-Greenwood
Publisher : John Wiley & Sons
Page : 231 pages
File Size : 48,5 Mb
Release : 2013-03-18
Category : Design
ISBN : 9781405150606

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Fashion Marketing Communications by Gaynor Lea-Greenwood Pdf

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.

Innovative Marketing Communications

Guy Masterman,Emma Wood
Innovative Marketing Communications Book PDF

Author : Guy Masterman,Emma Wood
Publisher : Routledge
Page : 288 pages
File Size : 41,7 Mb
Release : 2007-06-01
Category : Business & Economics
ISBN : 9781136395215

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Innovative Marketing Communications by Guy Masterman,Emma Wood Pdf

Innovative Marketing Communications for Events Management provides students and event managers with a complete insight into the strategic and innovative marketing of events of all scales and nature. The book builds a conceptual framework for the development, planning, implementation and evaluation of innovative communication strategies for the marketing of events, and the effective use of events as an innovative communications method in general organizational marketing. With a strong practical underpinning, Innovative Marketing Communications for Events Management emphasises to event managers the importance of effectively integrating a range of tools and techniques to communicate the event and provides them with a better understanding of how a variety of private and public sector organisations can use events within their communication strategies.

Marketing Communications

Paul Russell Smith,Jonathan Taylor
Marketing Communications Book PDF

Author : Paul Russell Smith,Jonathan Taylor
Publisher : Kogan Page Publishers
Page : 736 pages
File Size : 51,5 Mb
Release : 2004
Category : Business & Economics
ISBN : 0749442654

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Marketing Communications by Paul Russell Smith,Jonathan Taylor Pdf

Marketing Communications rapidly established itself as an international best-seller and has been listed as a "marketing classic" by the Marketing Society and as a "marketing major" by the Chartered Institute of Marketing. The book is recommended reading for the CIM's Marketing Communications module in the new Professional Diploma in Marketing. The authors' real business understanding of marketing communications is universally acclaimed and has proved popular with students and practitioners alike. In addition, the unique SOSTAC® Planning System is applied throughout the book.This latest edition has been completely updated with new cases, statistics and communications techniques, fresh "shock" stories and a new "e" theme on each communication tool. New illustrations and full-colour photographs all combine to bring the book right up to date with the current international business scene.A free CD-ROM containing video clips of some of the world's leading marketing experts, pictures, documents and prepared Power Point lectures is available to lecturers from the publisher on request.

Marketing Communications

Ze Zook,PR Smith
Marketing Communications Book PDF

Author : Ze Zook,PR Smith
Publisher : Kogan Page Publishers
Page : 600 pages
File Size : 54,5 Mb
Release : 2016-02-03
Category : Business & Economics
ISBN : 9780749473419

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Marketing Communications by Ze Zook,PR Smith Pdf

Marketing Communications provides a comprehensive overview of every aspect of marketing communications, from social media, advertising, PR and sponsorship to direct selling and merchandizing. It presents modern marketing communications theories and tools in an accessible way so readers can fully understand the landscape and achieve better results. With a plethora of examples and case studies, as well as online support material for lecturers and students, this essential textbook will guide students and practitioners through everything they need to know about the changing face of marketing. This fully updated 6th edition of Marketing Communications features more of the underpinning theory whilst building on its impressive reputation as a leading practical textbook on the subject. Case studies and anecdotes from companies such as Campbell's Soup, Spotify, Paypal, Kraft and Nike focus on recent digital developments to bring the latest marketing tools to life. With a particular emphasis on analytics, engagement and integration, it addresses the integrated offline and online with social media approach to reflect the current state of play for marketing communications experts. This edition is also supported by a wealth of online resources, including lecture slides for every chapter and self-tests for students.

Strategic Integrated Marketing Communications

Larry Percy
Strategic Integrated Marketing Communications Book PDF

Author : Larry Percy
Publisher : Routledge
Page : 335 pages
File Size : 53,9 Mb
Release : 2014-06-27
Category : Business & Economics
ISBN : 9781136776205

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Strategic Integrated Marketing Communications by Larry Percy Pdf

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

A Reader in Marketing Communications

Philip Kitchen,Patrick de Pelsmacker,Lynne Eagle,Don E. Schultz
A Reader in Marketing Communications Book PDF

Author : Philip Kitchen,Patrick de Pelsmacker,Lynne Eagle,Don E. Schultz
Publisher : Routledge
Page : 300 pages
File Size : 44,9 Mb
Release : 2020-08-26
Category : Business & Economics
ISBN : 9781000143263

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A Reader in Marketing Communications by Philip Kitchen,Patrick de Pelsmacker,Lynne Eagle,Don E. Schultz Pdf

Combining seminal papers on marketing communications with incisive commentary and overviews from the editors, case studies and student question and answer sections, this text provides a uniquely global perspective on this topical subject. It can be used as a supplement to textbooks on marketing communications, or as an excellent stand-alone text to give greater instruction and insight into key elements of the twenty-first century promotional mix. Providing a one-stop reference for all those studying marketing communications, this reader tackles the subject from an international perspective. Each chapter is introduced by one of the four editors, each editor being from a different core geographic area – the USA, the Pacific Rim, mainland Europe, and the UK. At the end of each paper questions are posed to test the student readers. Academically rigorous, this essential book contributed to by recognized experts will be a valuable reference for undergraduates and graduates of marketing, communications, business and management.

Integrated Marketing Communications

Keith John Tuckwell
Integrated Marketing Communications Book PDF

Author : Keith John Tuckwell
Publisher : Unknown
Page : 480 pages
File Size : 47,8 Mb
Release : 2013-11-01
Category : Communication in marketing
ISBN : 0133157873

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Integrated Marketing Communications by Keith John Tuckwell Pdf

Integrated Marketing Communications presents essential elements of integrated marketing communications in a clear, concise, and informative manner. The book is written in a straightforward, easy-to-understand manner and is full of examples and illustrations that students will quickly identify with.

Marketing Communications in Tourism and Hospitality

Scott McCabe
Marketing Communications in Tourism and Hospitality Book PDF

Author : Scott McCabe
Publisher : Routledge
Page : 322 pages
File Size : 53,7 Mb
Release : 2010-08-31
Category : Business & Economics
ISBN : 9781136437410

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Marketing Communications in Tourism and Hospitality by Scott McCabe Pdf

The rapidly changing context of the modern tourism and hospitality industry, responding to the needs of increasingly demanding consumers, coupled with the fragmenting nature of the marketing and media environment has led to an increased emphasis on communications strategies. How can marketing communication strategies meet the changing and challenging demands of modern consumers, and maintain a company’s competitive edge? Marketing Communications in Tourism and Hospitality: concepts, strategies and cases discusses this vital discipline specifically for the tourism and hospitality industry. Using contemporary case studies such as South African Tourism, Travelocity and Virgin Trains, it explains and critiques the practice and theory in relation to this industry. Combining a critical theoretical overview with a practical guide to techniques and skills, it illustrates the role that communications play in the delivery and representation of hospitality and tourism services, whilst developing practical skills needed to understand, interpret and implement communications strategies within a management context. This systematic and cohesive text is essential reading for hospitality management students, and an invaluable resource for marketing practitioners in this growing area.