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Informationen zum Autor 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. Klappentext 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: 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. 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. Visit the companion website at www.wileyeurope.com/college/dahlenfor a full range of Instructor and Student Resources including case teaching notes, PowerPoint slides, Test bank, video clips and interactive glossary. "It is very up-to-date in terms of its commentary on new forms of alternative media and marketing opportunities that take advantage of technological breakthroughs and new user driven channels of communication. The case studies and examples that have been selected are very recent and are used extremely well to illustrate the respective topics and issues." - Dr Nik Mahon , Senior Lecturer, Southampton Solent University, UK "Some students asked recently 'When will the textbooks stop calling the internet 'new media'?' This text starts from the assumption that new media is what we are using today instead of considering it to be still an exciting new technology!" - Dr Beverley Hill , University of Gloucestershire,UK Zusammenfassung Marketing communications has two levels: a strategic, conceptual level, and a tactical, implementation level. In Marketing Communications , authors Micael Dahlen and Fredrik Lange argue that one cannot function without the other. Strategy and concept must be implemented, and successful implementation depends on sound strategy and concept. Inhaltsverzeichnis List of Cases xiii Preface xvii Part 1 Introduction To Marketing Communications Chapter 1 Introduction to Marketing Communications 2 Chapter 2 How Marketing Communications Works 22 Part 2 Analysis And Planning For Marketing Communications Chapter 3 Analysis of Target Audiences 50 Chapter 4 Effects and Objectives 78 Chapter 5 Strategy and Planning 102 Chapter 6 Strategic Positioning 125 Chapter 7 Tactics and Techniques of Positioning 155 Part 3 Implementation And Control Of Marketing Communications Chapter 8 Building Brand Equity 194 Chapter 9 Brand Narrative and Relational Management 236 Chapter 10 The ...
List of contents
Part 1 Introduction to Marketing Communications
Chapter 1 Introduction to Marketing Communications
Chapter 2 How Marketing Communications Works
Part 2 Analysis and Planning for Marketing Communications
Chapter 3 Analysis of Target Markets
Chapter 4 Marketing Communications Effects and Objectives
Chapter 5 Marketing Communications Strategy and Planning
Chapter 6 Strategic Positioning
Chapter 7 Tactics and Techniques of Positioning
Part 3 Implementation and Control of Marketing Communications
Chapter 8 Building Brand Equity
Chapter 9 Brand Narrative and Relational Management
Chapter 10 The Marketing Communications Mix
Chapter 11 Advertising Strategy
Chapter 12 Advertising Creativity
Chapter 13 Media Concepts and Media Planning
Chapter 14 Public Relations and Hybrid Marketing Communications
Chapter 15 Sales and Sales Promotion
Chapter 16 Beyond Traditional Marketing Communications
Chapter 17 Evaluating Marketing Communications
