Marketing communications : a brand narrative approach / Micael Dahlén, Fredrik Lange, Terry Smith.
Material type:
TextPublication details: Chichester : Wiley, 2010.Description: xxii, 584 p. : col. ill., col. ports. ; 25 cmISBN: - 9780470319925:
- 9780470319925 (pbk.)
- 0470319925 (pbk.)
- 658.802
- .D34 2010
| Item type | Current library | Call number | Status | Date due | Barcode |
|---|---|---|---|---|---|
| General Lending | Wexford Campus Library Wexford General Lending | 658.802 (Browse shelf(Opens below)) | Available | 70840 | |
| General Lending | Wexford Campus Library Wexford General Lending | 658.802 (Browse shelf(Opens below)) | Available | 70841 |
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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
62.19