Pt. 1. Introduction to Marketing Communications -- Ch. 1. Introduction to Marketing Communications -- Ch. 2. How Marketing Communications Works -- Pt. 2. Analysis and Planning for Marketing Communications -- Ch. 3. Analysis of Target Audiences -- Ch. 4. Effects and Objectives -- Ch. 5. Strategy and Planning -- Ch. 6. Strategic Positioning -- Ch. 7. Tactics and Techniques of Positioning -- Pt. 3. Implementation and Control of Marketing Communications -- Ch. 8. Building Brand Equity -- Ch. 9. Brand Narrative and Relational Management -- Ch. 10. The Marketing Communications Mix -- Ch. 11. Advertising Strategy -- Ch. 12. Advertising Creativity -- Ch. 13. Media Concepts and Media Planning -- Ch. 14. Public Relations and Hybrid Marketing Communications -- Ch. 15. Sales and Sales Promotion -- Ch. 16. Beyond Traditional Marketing Communications -- Ch. 17. Evaluating Marketing Communications.
Summary:
"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."--BOOK JACKET.
