000			02857cam a22003491a 4500
008			100304s2010 njua b 001 0 eng
010			_a2009025220
020			_a9780470319925
035			_a(Sirsi) u4286
040			_aEG-CaNU _c EG-CaNU _d EG-CaNU
042			_ancode
082	0	4	_a658.802 _2 22
100	1		_aDahlén, Micael. _98531
245	1	0	_aMarketing communications : _b a brand narrative approach / _c Micael Dahlen, Fredrik Lange, Terry Smith.
260			_aHoboken, N.J. : _b Wiley, _c c2010.
300			_axii, 584 p. : _b ill. ; _c 25 cm.
504			_aIncludes bibliographical references and index.
505	0		_aIntroduction to Marketing Communications -- How Marketing Communications Works -- Analysis of Target Markets -- Marketing Communications Effects and Objectives -- Marketing Communications Strategy and Planning -- Strategic Positioning.
520			_aMarketing 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.
650		0	_aCommunication in marketing. _98532
650		0	_aBranding (Marketing) _9988
653			_aRetailing.
653			_aSales Management
653			_aIntroductory Marketing
653			_aGeneral Marketing & Sales
653			_aConsumer Behavior
653			_aStrategic Marketing
700	1		_aLange, Fredrik. _98533
700	1		_aSmith, Terry, _d 1955- _98534
596			_a1
999			_c3285 _d3285