Marketing Communications A Brand Narrative Approach

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.

***COMPANION WEBSITE -www.marketing-comms.com***

List of Cases xiii

Preface xvii

Part 1 Introduction To Marketing Communications

Chapter 1 Introduction to Marketing Communications 2

Chapter 2 How Marketing Communications Works 22

Part 2 Analysis And Planning For Marketing Communications

Chapter 3 Analysis of Target Audiences 50

Chapter 4 Effects and Objectives 78

Chapter 5 Strategy and Planning 102

Chapter 6 Strategic Positioning 125

Chapter 7 Tactics and Techniques of Positioning 155

Part 3 Implementation And Control Of Marketing Communications

Chapter 8 Building Brand Equity 194

Chapter 9 Brand Narrative and Relational Management 236

Chapter 10 The Marketing Communications Mix 273

Chapter 11 Advertising Strategy 289

Chapter 12 Advertising Creativity 318

Chapter 13 Media Concepts and Media Planning 353

Chapter 14 Public Relations and Hybrid Marketing Communications 389

Chapter 15 Sales and Sales Promotion 425

Chapter 16 Beyond Traditional Marketing Communications 444

Chapter 17 Evaluating Marketing Communications 468

Glossary 491

References 548

Index 571

Micael Dahlen is Associate Professor in Business Administration, Centre for Consumer Marketing, Stockholm School of Economics.

Fredrik Lange is Assistant Professor, Centre for Consumer Marketing, Stockholm School of Economics.

Terry Smith is Senior Lecturer in the Department of Marketing, Tourism and Events Management at the University of Chester.