Articles liés à Marketing Communications: A Brand Narrative Approach

Marketing Communications: A Brand Narrative Approach - Couverture souple

Dahlen, Micael

 
9780470319925: Marketing Communications: A Brand Narrative Approach
Couverture souple
ISBN 10 : 0470319925 ISBN 13 : 9780470319925
Editeur : Wiley, 2009

Synopsis

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:

  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 the growth of co-authored brand ‘stories’ to help build and maintain brands by customer engagement through meaningful dialogues.
  2. 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.

***COMPANION WEBSITE - www.marketing-comms.com ***

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l'auteur

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.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Wiley
Date d'édition
2009
Langue
anglais
ISBN 10 
0470319925
ISBN 13 
9780470319925
Reliure
Broché
Nombre de pages
612
Coordonnées du fabricant
non disponible
Personne responsable
non disponible