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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.

[Introduction to Marketing Communications] Introduction to Marketing Communications -- How Marketing Communications Works [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 [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

ISBN: 9780470319925: £34.99 9780470319925 (pbk.) 0470319925 (pbk.)

LCCN: 2009025220

Subjects--Topical Terms:
Communication in marketing.
Branding (Marketing)
Business and Management.
Sales & marketing
Business & Management

LC Class. No.: / .D34 2010

Dewey Class. No.: 658.802