Marketing Communications: A Brand Narrative Approach

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9780470319925: Marketing Communications: A Brand Narrative Approach
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Marketing Communications: A Brand Narrative Approach is amainstream, student-driven text which gives prominence to thedriving force of all Marketing Communications: the imperative ofBranding. The book aims to engage students in an entertaining,informative way, setting the conceptual mechanics of MarketingCommunications in a contemporary, dynamic context. It includes keycurrent trends such as:

  1. 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 thegrowth of co-authored brand ‘stories’ to help build andmaintain brands by customer engagement through meaningfuldialogues.
  2. Media neutral/multi-media approach   - This texthas a sound exploration of online and offline synergy combiningone-message delivery and multi-media exposures, through   examples of companies and political campaigns using‘non-traditional’ media to reach groups not lockinginto ‘normal channels’.

This brand new text features an impressive mixture of real-lifebrand case studies underpinned with recent academic research andmarket place dynamics. The format is structured into three sectionscovering analysis, planning and implementation and control ofMarketing Communications. Using full colour examples of brands, andstudent-friendly diagrams, the book acknowledges that the modernstudent learns visually as well as through text.

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About the Author:

Micael Dahlen is Associate Professor in Business Administration, Centre for Consumer Marketing, Stockholm School of Economics.

Fredrik Lange is Assistant Professor, Centre for Consumer Marketing, Stockholm School of Economics.

Terry Smith is Senior Lecturer in the Department of Marketing, Tourism and Events Management at the University of Chester.

"About this title" may belong to another edition of this title.

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Book Description John Wiley and Sons Ltd, United Kingdom, 2010. Paperback. Condition: New. 1. Auflage. Language: English. Brand new Book. 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. Seller Inventory # AAH9780470319925

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Book Description John Wiley and Sons Ltd, United Kingdom, 2010. Paperback. Condition: New. 1. Auflage. Language: English. Brand new Book. 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. Seller Inventory # AAH9780470319925

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