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Marketing Communications: A Brand Narrative Approach
£45.50£53.20 (-14%)
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.
***COMPANION WEBSITE – www.marketing-comms.com ***
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Additional information
| Publisher | 1st edition (8 Dec. 2009), Wiley |
|---|---|
| Language | English |
| Paperback | 612 pages |
| ISBN-10 | 0470319925 |
| ISBN-13 | 978-0470319925 |
| Dimensions | 18.9 x 3.51 x 23.5 cm |
by Amazon Customer
Product arrived in perfect conditions
by M. Kearney
This is an excellent textbook that is very accessible, informative, and modern in its approach towards a very enjoyable, yet sometimes complex subject.
The book is very well written and breaks down difficult subjects and themes quite well so that less experienced or less knowledgeable students can easily understand them. There are countless illustrations, charts and photographs; the vivid colours of which are very attractive and help to prevent the text from falling into the trap of being page after page of dull text. Where this textbook really shines however is the use of modern and interesting case studies (such as Stella Artois, the Cadbury Gorilla, Burberry etc) that today’s students are likely to find interesting, and with which they can easily relate to. Add to this a very good structure and a very comprehensive glossary, and it makes for an excellent textbook.
All in all this is an excellent textbook, and even those students and practitioners who have a fairly substantial knowledge of marketing communications should make good use of the case studies, if not the theory in the book.
by Eamon Hetherington
I am very happy with this book, it covers marketing communications in a in-depth manner. It represents good value for money.