Marketing Communications Management: Analysis, Planning, Implementation - Couverture souple

Copley, Paul

Couverture souple

ISBN 10 : 0857027875 ISBN 13 : 9780857027870

Editeur : SAGE Publications Ltd, 2014

Synopsis

Praise for the first edition:

 

‘An excellent text for exploring marketing communications in the 21st century.’ - Ann Torres, Lecturer in Marketing, National University of Ireland, Galway

 

‘First rate and comprehensive. This book has got it just right: a rich blend of academic underpinning and practical examples in a very readable style.’ - Martin Evans, Senior Teaching in Marketing, Cardiff Business School, University of Cardiff

 
This book introduces the core components and concepts of marketing communications for those studying at both undergraduate and postgraduate levels. It covers essential topics such as advertising, direct marketing, corporate communications, public relations, product placement, sales promotion, social media, sponsorship and many more. The author provides a set of managerial frameworks that include analysis, planning and implementation to help prepare those who go on to strategically create and effectively manage marketing communications campaigns.

Every chapter includes Snapshots that help you to apply theory to engaging real-world examples. These include: BMW, Harrods, Levi’s, Lynx, Tesco, Tencent, United Colors of Benetton and Wonga. Additionally, Stop Points encourage you to pause and critically reflect upon the topic for deeper learning and higher grades. The Assignment boxes invite you to test your knowledge in the form of a task based on what you have just read to also help push yourself further.

The Companion Website includes longer case studies, video feeds and other useful web links, a larger glossary of key terms, and links to SAGE journal articles. Password-protected resources are also available to lecturers, including: PowerPoint slides, a tutor manual, activities for the classroom and indicative responses to the assignments and discussion questions provided in each chapter.

A propos du livre

À propos de l'auteur

Paul Copley, PhD, is Senior Lecturer in Marketing and Programme Leader for the MSc Strategic Marketing programmes in the Newcastle Business School, Northumbria University, Newcastle. He served as an adviser to small firms and held management positions in marketing in a number of large firms. He has published articles in journals such as The Marketing Review, Marketing Intelligence and Planning, Industry and Higher Education and the Journal of Travel and Tourism Marketing as well as in business magazines and conference proceedings.

À propos de la quatrième de couverture

'First rate and comprehensive. This book has got it just right: a rich blend of academic underpinning and practical examples in a very readable style. You are encouraged to participate in the almost distance-learning approach and via the innovative and thought provoking "stop-points" - Martin Evans, Senior Fellow, Cardiff Business School

Détails de l'édition

• Éditeur: SAGE Publications Ltd
• Date d'édition: 2014
• Langue: anglais
• ISBN 10: 0857027875
• ISBN 13: 9780857027870
• Reliure: Broché
• Numéro d'édition: 2
• Nombre de pages: 464
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible