In the marketplace of the 21st century, the critical form of customer communication will be broader than advertising and promotional messages. Customers have relationships with the brand, combining all the forms of communication that give meaning to products and services. Brand communication creates an interactive relationship between the product or service and consumers, which is a major change in the way advertisers and marketers have traditionally viewed customer communication.
Authors Don Schultz and Beth Barnes have built on the foundation of their best-selling text, Strategic Advertising Campaigns, to create a book that embodies this new approach to advertising and marketing communication: Strategic Brand Communication Campaigns.
This innovative text focuses on the messages and incentives customers receive, rather than what marketers send out, which differentiates brand communication management from advertising management. The brand will drive the 21st century marketplace, and students need to develop the skills necessary to plan and execute brand communication campaigns.
Strategic Brand Communication Campaigns shows students how to produce successful campaigns in the dynamic marketplace of the future. The book
Parts 1 and 2 of the text introduce students to the brand concept, how it has evolved, and why it is critical to successful marketing in today's environment. Students also gain an understanding of the relationship between consumer behavior and brands and discover how to apply brand-building concepts to achieve brand value.
Parts 3 and 4 provide a handbook for creating, implementing, and evaluating cohesive brand communication campaigns. Advertising, media, public relations, direct response, and sales promotion strategies are examined. Students learn how to deliver forceful messages and incentives and how to measure their effectiveness.
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Don E. Schultz is Professor of Advertising and Integrated Marketing Communications at the Medill School of Journalism, Northwestern University, where he and his associates have pioneered the country's first graduate program in Integrated Marketing Communications. He is also President of his own marketing communications and management firm, Agora, Inc., Evanston, Illinois.
Before joining Northwestern in 1977, Schultz was Senior Vice President of Tracy Locke Advertising and Public Relations in Dallas. He has consulted, lectured and held seminars on marketing, marketing communications, advertising, sales promotion, direct marketing and creative strategy in the United States, Europe, South America and Asia.
Schultz is Editor, Journal of Direct Marketing, Director of the Promotion Marketing Association of America, and the first recipient of the Direct Marketing Educator of the Year Award, presented by the Direct Marketing Educational Foundation.
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Description du livre McGraw-Hill. Hardcover. État : New. 0844229520 *BRAND NEW* Ships Same Day or Next!. N° de réf. du libraire SWATI2122650098
Description du livre McGraw-Hill, 1999. Hardcover. État : New. book. N° de réf. du libraire M0844229520
Description du livre McGraw-Hill, 1999. Hardcover. État : New. 5. N° de réf. du libraire DADAX0844229520
Description du livre McGraw-Hill. État : Brand New. FREE domestic ground shipping. Fast priority express available. Tracking service included. Ships from USA (United States of America). N° de réf. du libraire 0844229520
Description du livre McGraw-Hill, 1999. Hardcover. État : New. Never used!. N° de réf. du libraire P110844229520