Marketing Communications: A Brand Narrative Approach, Desktop Edition
ISBN: 9780470319925 | 0470319925
Format: PaperbackPublisher: Wiley
Pub. Date: 2/1/2010
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Marketing communications have two levels, a strategic, conceptual level, and a tactical, implementation level. The authors argue that one cannot function without the other. Strategy and concept do not exist if they are not implemented, and successful implementation is dependent on sound strategy and concept. However, when it comes to education, the two are usually separated. There are numerous textbooks on branding and strategy that do not cover tactics, execution and implementation very well, ranging from Keller, Kapferer Aaker, Riezebos and t... MORE
| Fundamentals of Marketing Communications | |
| An Introduction to Marketing Communications | |
| The Consumer and the Decision-Making Process | |
| The Marketer and the Decision-Making Process | |
| Communication Objectives and Target Audience | |
| Communication Objectives | |
| Target Audience Responses | |
| Strategic Target Audience Analysis | |
| Tactical Target Audie... MORE | |
| Brand Positioning and Communication | |
| Brands | |
| Strategic Positioning | |
| Tactical positioning | |
| Tactical Advertising Execution | |
| Creative Ad Execution | |
| Not -for-profit organizations and PR | |
| Media | |
| Media Planning/Scheduling | |
| Media choice | |
| Sales Promotion<$$$> | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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