Marketing Communications

ISBN-10: 0415507715
ISBN-13: 9780415507714
Edition: 2014
List price: $40.99 Buy it from $39.75
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Description: With the proliferation of digital and social media, there has never been a more dynamic time to engage with Marketing Communications - and never has the integration of MarComms principles into a strategic marketing plan been more challenging. Even  More...

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Book details

List price: $40.99
Copyright year: 2014
Publisher: Taylor & Francis Group
Publication date: 8/26/2014
Binding: Paperback
Pages: 428
Size: 6.75" wide x 9.50" long x 1.00" tall
Weight: 1.936
Language: English

With the proliferation of digital and social media, there has never been a more dynamic time to engage with Marketing Communications - and never has the integration of MarComms principles into a strategic marketing plan been more challenging. Even the best product in the world won’t sell without the right reach to your potential customers and the right message to engage them.This textbook applies a uniquely practical approach to the topic so that, whilst a structured overview of planning, development, implementation and evaluation of marketing communications is in place, the detailed cases made available by the Institute for Practitioners in Advertising (IPA) show how actual challenges faced by professionals in the field were addressed. This book will help you to develop the skills you need to turn theory into the right integrated communication plan, in order to succeed in an increasingly competitive environment.Aided by a veritable wealth of pedagogical features, Marketing Communicationswill be essential reading for both students and professionals in marketing, communications and public relations. This textbook also benefits from a companion website which includes; a comprehensive instructor’s guide, PowerPoint slides to accompany every chapter, additional case studies and videos.

Lynne Eagle is Professor of Marketing at Bristol Business School, UWE, UK. She is co-editor of  A Reader in Marketing Communications (2005), also by Routledge and is the co-author of Social Marketing , a forthcoming title from Prentice HallStephan Dahl is Principal Lecturer in Marketing at Middlesex University, UK. He is also a co-author of Social Marketing , a forthcoming title from Prentice HallBarbara Czarnecka is Lecturer in Marketing at the University of Bedfordshire, UKJenny Lloyd is Senior Lecturer in Marketing at Bristol Business School, UWE, UK. She is also the Programme Manager for the Marketing Communications course

IMC as a Strategic Marketing Tool
Introducing Communication Theory
Ethical Issues and Current Challenges
Analysing the IMC Environment
Creative Tactics
The IMC Client-Agency Relationship
Branding and IMC
Traditional Media
Electronic, New and Social media
Hybrid Media
Advertising
Sales Promotion
Direct and Database Marketing
Integrated Campaign Development: Marketing, PR and Sponsorship
Integrated Campaign Development: Personal Selling and Sales Management, Retail Key Account Liaison, Exhibitions and Shows
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