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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 the like on branding, to Kotler, Jobber and similar books on conceptual marketing foundations. Similarly, there are a host of textbooks on marketing communications that do not cover branding and concepts very well, such as Fill, De Pelsmacker et al, and Percy and Elliot. The authors will write this book to address this need. The aim of the book is to merge the branding literature with the marketing communications literature, so that strategy and concept go hand in hand with tactics and implementation. By understanding branding, students can better learn and understand communications. By understanding communications, students can better learn and understand branding.
Table of Contents
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
Target Audience Responses
Strategic Target Audience Analysis
Tactical Target Audience Analysis
Brand Positioning and Communication
Tactical Advertising Execution
Creative Ad Execution
Not -for-profit organizations and PR
Table of Contents provided by Publisher. All Rights Reserved.