Marketing Communications
- ISBN-10
- 1000176657
- ISBN-13
- 9781000176650
- Series
- Marketing Communications
- Category
- Business & Economics
- Pages
- 420
- Language
- English
- Published
- 2020-09-22
- Publisher
- Routledge
- Authors
- Lynne Eagle, Barbara Czarnecka, Stephan Dahl
Description
Marketing communication is a dynamic industry, which continues to change and adapt to new technologies, media consumption patterns and communication interfaces between marketers and their target markets. At the same time, the fundamental communication processes and well-established theories and models are very much applicable in this dynamic environment. This revised second edition blends the well-established with the new and emerging aspects of marketing communications. Marketing Communications applies a uniquely practical approach to the topic, providing a structured overview of planning, development, implementation and evaluation of marketing communications, alongside detailed case studies that demonstrate how the theory translates to practice. Fully updated, the new edition considers important developments in the global marketplace. It includes new content on emerging digital media platforms, changing media consumption patterns and consumers’ strategies to cope with information overload. It also reflects upon consumer scepticism, a growing phenomenon that communication specialists need to overcome when designing and implementing effective campaigns. This new edition also considers the importance of marketing communications tools in not-for-profit sectors, such as social marketing and political marketing, as well as the cross-cultural aspect of marketing communications. This textbook is essential reading for both students and professionals in marketing, communications and public relations. Online resources include an extensive instructors’ guide, which provides answer checklists to all Think boxes, Ethical issues and end-of-chapter cases within the book. The text is also supported by PowerPoint slides and test banks for all chapters and major cases.
Get the book
Other editions
Similar books
-
Marketing Communications: A Brand Narrative Approach
By Terry Smith, Micael Dahlen, Fredrik LangeFoster's has underlined its Australian heritage with Paul Hogan endorsements and even featured a kangaroo in the logo. Lapin Kulta uses stark Lapland landscapes on bottle labels and other communications to reinforce its Finnish ...
-
Marketing Communications: An Integrated Approach
By Paul Russell Smith, Jonathan Taylor... Admap , March , pp 20-27 Engel , J F , Blackwell , R D and Kollatt , D T ( 1978 ) Consumer Behaviour , 3rd edn , Dryden Press , Hinsdale , IL Engel , J F , Kinnear , T C and Warshaw , MR ( 1994 ) Promotional Strategy : Managing the ...
-
Dictionary of Marketing Communications
By Norman A. P. GovoniWith over 4000 entries, including key terms and concepts covering advertising, sales promotion, public relations, direct marketing, personal selling and e-marketing, this text reflects the changing dynamics of the marketing profession.
-
Integrated Marketing Communications: The Holistic Approach
By Chartered Institute of Marketing, Tony YeshinIntegrated Marketing Communications is a new interpretation of one of the most difficult areas in marketing.
-
Integrated Marketing Communications: A Primer
By Philip J. Kitchen, Patrick de Pelsmacker... empowers us to better align our talent and resources, break down geographic barriers and focus on global growth of P&G's brands', explains Arthur Selkowitz, chairman and chief executive officer of D'Arcy Masius, Benton & Bowles.
-
Modern Marketing Communications
By Frank JefkinsModern marketing communications should therefore look beyond the confines of the promotional P. It must also look at the new developments and techniques which have arrived in the late 1980s. Moreover, it must wrestle with totally new ...
-
Integrated Marketing Communication: Creative Strategy from Idea to Implementation
By Robyn BlakemanNow in its second edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective IMC.
-
Marketing Communication: A Critical Introduction
By Richard VareyWith a good balance of theory and practice and UK and European case studies, this noteworthy book covers a range of issues of significance to both the public and private sectors, and large, medium and small businesses.
-
Profitable Marketing Communications: A Guide to Marketing Return on Investment
By Antony YoungProfitable Marketing Communications explains that marketing is about creating positive value for a business or brand through demonstrating cost versus return.
-
Simply Marketing Communications
By Chris FillThis title seeks to provide a suitably consistant appraisal of the ever-expanding world of marketing communications. The two main themes running through the text concern relationship marketing and integrated communications.