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This book is readers who wish to develop their knowledge, insight,
skills, and facility into integrated communications within the
post-modern era, a topic of relevance everywhere, but particular
apposite as the original conference was hosted in Turkey, a rapidly
developing nation, and one enjoying significant growth in the
global.
This book is readers who wish to develop their knowledge, insight,
skills, and facility into integrated communications within the
post-modern era, a topic of relevance everywhere, but particular
apposite as the original conference was hosted in Turkey, a rapidly
developing nation, and one enjoying significant growth in the
global.
Corporate Communications is now in the success of companies and organizations. Raising the Corporate Umbrella is a review of the key issues that are critical to master if your corporate communications and public relations strategy is to be a success. The authors introduce the theoretical framework necessary to analyzing corporate communications strategies, but throughout they draw also on the experiences and opinions of leading practitioners worldwide and provide clear practical guidelines for successful implementation. Cases and examples from internationally recognized companies, such as Body Shop, Texaco, Johnson & Johnson, iMAC, BP Oil, and British Airways keep the style lively and relevant. A must for anyone involved in corporate communications, public relations or public affairs, especially those working in multi-national or global organizations.
This collection examines a key new development in the contemporary
marketing landscape, the relationship between the informal exchange
of information and advice among consumers - known as word of mouth
(WOM) - and emerging social media. Whereas WOM has been around
since as long as people have engaged in conversations, its
transmission is no longer limited to face-to-face interactions over
the clothesline and across backyard fences. Today, the
dissemination of WOM through online channels such as Facebook,
Twitter, LinkedIn, YouTube channels, blogs, and consumer forums has
significantly altered the alacrity by which product and service
messages are spread across a dramatically expanded consumer
audience. As marketing practitioners have come to recognize the
power of online WOM in terms of its impact on consumer beliefs,
attitudes, and purchasing behavior, effective strategies for
leveraging the consumer conversation require greater insight and
understanding of WOM and social media. Towards that end, this book
offers ground-breaking research from an impressive array of
internationally renowned marketing researchers on the nature and
dynamics of WOM transmitted through social media channels,
advancing our understanding of consumer influence, which to date
has largely focused on offline WOM. Among the topical issues
covered are best practices for marketing practitioners, the
conversational nature of online WOM, the dynamic interplay between
online and offline WOM, WOM measurement and monitoring, and
cross-cultural influences on WOM. This book was originally
published as a special issue of the Journal of Marketing
Communications.
Integrated Marketing Communications: A Global Brand-Driven
Approach, 2nd edition presents an integrated and global framework
to marketing communications, delivered in a highly readable,
cohesive and succinct manner. Co-written by the internationally
acclaimed leading experts in the field, Philip Kitchen & Marwa
Tourky, this core text explores the best ways to communicate
effectively both in the present and in the future. Taking a
rigorous approach, the textbook provides a critical overview to the
modern communications issues found in industry and society today.
It offers a concise, stimulating approach in its coverage of IMC
and combines insightful knowledge of trends in the global
marketplace, consumer and stakeholder issues with wider adoption of
a consumer-driven perspective, as well as a roadmap through the
bewildering maze of marketing communications. Comprehensively
updated and revised throughout to take into account recent industry
developments, this new edition also offers a plan for brand
building post-pandemic. This textbook is ideal for upper-level
undergraduates and post-graduate students who would benefit from
insightful knowledge of key trends and sharp insights into the
important theories and considerations around marketing
communications and IMC.
Corporate communications are now hugely important in the success of
companies and organisations. Using cases and examples from
companies such as The Body Shop, Texaco, Johnson & Johnson, BP
Oil & British Airways the authors introduce the framework
necessary to analyse corporate communications strategies and
provide clear practical guidelines for successful implementation. A
must for anyone involved in corporate communications, public
relations or public affairs, especially those working in
multi-national or global organisations.
The text examines in detail the theory behind the principles and
practice of public relations. The book draws on the opinions,
views, expertise and understanding of a range of practitioners and
theorists. Information is supported by case vignettes, detailed
case studies and end-of-chapter questions; to tackle the issues
involved in the principles of public relations as we begin the new
millennia. The text will help students and practitioners develop
knowledge and skills in the arena of public relations.
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