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Marketing Communications Management - Analysis, Planning, Implementation (Paperback, 2nd Revised edition)
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Marketing Communications Management - Analysis, Planning, Implementation (Paperback, 2nd Revised edition)
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Praise for the first edition: 'An excellent text for exploring
marketing communications in the 21st century.' - Ann Torres,
Lecturer in Marketing, National University of Ireland, Galway
'First rate and comprehensive. This book has got it just right: a
rich blend of academic underpinning and practical examples in a
very readable style.' - Martin Evans, Senior Teaching in Marketing,
Cardiff Business School, University of Cardiff This book introduces
the core components and concepts of marketing communications for
those studying at both undergraduate and postgraduate levels. It
covers essential topics such as advertising, direct marketing,
corporate communications, public relations, product placement,
sales promotion, social media, sponsorship and many more. The
author provides a set of managerial frameworks that include
analysis, planning and implementation to help prepare those who go
on to strategically create and effectively manage marketing
communications campaigns. Every chapter includes Snapshots that
help you to apply theory to engaging real-world examples. These
include: BMW, Harrods, Levi's, Lynx, Tesco, Tencent, United Colors
of Benetton and Wonga. Additionally, Stop Points encourage you to
pause and critically reflect upon the topic for deeper learning and
higher grades. The Assignment boxes invite you to test your
knowledge in the form of a task based on what you have just read to
also help push yourself further. The Companion Website includes
longer case studies, video feeds and other useful web links, a
larger glossary of key terms, and links to SAGE journal articles.
Password-protected resources are also available to lecturers,
including: PowerPoint slides, a tutor manual, activities for the
classroom and indicative responses to the assignments and
discussion questions provided in each chapter.
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