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Marketing communications : a brand narrative approach

Author: Micael Dahlén; Fredrik Lange; Terry Smith
Publisher: Chichester, U.K. : Wiley, 2010.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
Marketing communications have two levels, a strategic, conceptual level, & a tactical, implementation level. In this book, the authors argue that one cannot function without the other. Strategy & concept do not exist if they are not implemented, & successful implementation is dependent on sound strategy & concept.
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Micael Dahlén; Fredrik Lange; Terry Smith
ISBN: 9780470319925 0470319925
OCLC Number: 234440839
Description: xxii, 584 pages : illustrations ; 25 cm
Contents: Introduction to marketing communications --
How marketing communications works --
Analysis of target audiences --
Effects and objectives --
Strategy and planning --
Strategic positioning --
Tactics and techniques of positioning --
Building brand equity --
Brand narrative and relational management --
The marketing communications mix --
Advertising strategy --
Advertising creativity --
Media concepts and media planning --
Public relations and hybrid marketing communications --
Sales and sales promotion --
Beyond traditional marketing communications --
Evaluating marketing communications.
Responsibility: Micael Dahlén, Fredrik Lange, Terry Smith.

Abstract:

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  Read more...

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