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Marketing communications : a brand narrative approach / Micael Dahlén, Fredrik Lange, Terry Smith.

By: Contributor(s): Material type: TextTextPublication details: Chichester : Wiley, 2010.Description: xxii, 584 p. : col. ill., col. ports. ; 25 cmISBN:
  • 9780470319925:
  • 9780470319925 (pbk.)
  • 0470319925 (pbk.)
Subject(s): DDC classification:
  • 658.802
LOC classification:
  • .D34 2010
Online resources:
Contents:
[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
Holdings
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

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

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