MARC details
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
100304s2010 njua b 001 0 eng |
| 010 ## - LIBRARY OF CONGRESS CONTROL NUMBER |
|---|
| LC control number |
2009025220 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9780470319925 |
| 035 ## - SYSTEM CONTROL NUMBER |
|---|
| System control number |
(Sirsi) u4286 |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
EG-CaNU |
| Transcribing agency |
EG-CaNU |
| Modifying agency |
EG-CaNU |
| 042 ## - AUTHENTICATION CODE |
|---|
| Authentication code |
ncode |
| 082 04 - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
658.802 |
| Edition number |
22 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Dahlén, Micael. |
| 9 (RLIN) |
8531 |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Marketing communications : |
| Remainder of title |
a brand narrative approach / |
| Statement of responsibility, etc. |
Micael Dahlen, Fredrik Lange, Terry Smith. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. |
|---|
| Place of publication, distribution, etc. |
Hoboken, N.J. : |
| Name of publisher, distributor, etc. |
Wiley, |
| Date of publication, distribution, etc. |
c2010. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xii, 584 p. : |
| Other physical details |
ill. ; |
| Dimensions |
25 cm. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc. note |
Includes bibliographical references and index. |
| 505 0# - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Introduction to Marketing Communications -- How Marketing Communications Works -- Analysis of Target Markets -- Marketing Communications Effects and Objectives -- Marketing Communications Strategy and Planning -- Strategic Positioning. |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc. |
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: 1. 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. 2. 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. |
| 596 ## - |
|---|
| -- |
1 |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Communication in marketing. |
| 9 (RLIN) |
8532 |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Branding (Marketing) |
| 9 (RLIN) |
988 |
| 653 ## - INDEX TERM--UNCONTROLLED |
|---|
| Uncontrolled term |
Retailing. |
| 653 ## - INDEX TERM--UNCONTROLLED |
|---|
| Uncontrolled term |
Sales Management |
| 653 ## - INDEX TERM--UNCONTROLLED |
|---|
| Uncontrolled term |
Introductory Marketing |
| 653 ## - INDEX TERM--UNCONTROLLED |
|---|
| Uncontrolled term |
General Marketing & Sales |
| 653 ## - INDEX TERM--UNCONTROLLED |
|---|
| Uncontrolled term |
Consumer Behavior |
| 653 ## - INDEX TERM--UNCONTROLLED |
|---|
| Uncontrolled term |
Strategic Marketing |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Lange, Fredrik. |
| 9 (RLIN) |
8533 |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Smith, Terry, |
| Dates associated with a name |
1955- |
| 9 (RLIN) |
8534 |