Marketing Communications Management: Analysis, Planning, Implementation

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9780857027870: Marketing Communications Management: Analysis, Planning, Implementation

This friendly and assessable textbook will introduces to the core concepts of Marketing Communications Management covering everything from the importance of an integrated marketing communications, which includes a blend of sales promotion, advertising management, direct marketing, PR, corporate communications, social media, sponsorship, product placement, and much more. The textbook is supported by a host of excellent learning features, including chapter introductions explaining the relevance of topics in the real world and snap shot case studies showing how theory is applied to practice across sectors, for big businesses like Groupon, E-Harmony, Lynx, and BMW and for SMEs and not-for-profit organisations. Stop Points throughout the chapters encourage students to start thinking like a marketing communications manager while assignments challenge their understanding of theory and its application. Visit the companion website to take advantage of additional resources including extended case studies, outline answers to chapter discussion and mini case questions, PowerPoint slides and outline responses assignment tasks.

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L'autore:

Paul Copley, PhD, is Senior Lecturer in Marketing and Programme Leader for the MSc Strategic Marketing programmes in the Newcastle Business School, Northumbria University, Newcastle. He served as an adviser to small firms and held management positions in marketing in a number of large firms. He has published articles in journals such as The Marketing Review, Marketing Intelligence and Planning, Industry and Higher Education and the Journal of Travel and Tourism Marketing as well as in business magazines and conference proceedings.

Contenuti:

Chapter 1: Integrated Marketing Communications and Its Environment
Chapter 2: Theoretical Underpinnings of Marketing Communications
Chapter 3: Buyer Behaviour and Relationships
Chapter 4: Managing the Marketing Communications Mix
Chapter 5: The Marketing Communications Industry
Chapter 6: Ethics and Corporate Social Responsibility in Marketing Communications
Chapter 7: Advertising and Branding
Chapter 8: Message Creation and Execution
Chapter 9: Traditional Media: Characteristics and Planning
Chapter 10: Digital Media: Interaction and Engagement
Chapter 11: Sales Promotions
Chapter 12: Direct Marketing
Chapter 13: Public Relations
Chapter 14: Corporate Communications
Chapter 15: Sponsorship
Chapter 16: Personal Selling
Chapter 17: Marketing Research and Evaluation
Chapter 18: International Marketing Communications

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Paul Copley
Editore: Sage Publications Ltd, United Kingdom (2014)
ISBN 10: 0857027875 ISBN 13: 9780857027870
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Descrizione libro Sage Publications Ltd, United Kingdom, 2014. Paperback. Condizione libro: New. 2nd Revised edition. 264 x 196 mm. Language: English . Brand New Book. 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. Codice libro della libreria AAZ9780857027870

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Descrizione libro SAGE Publications Ltd, 2014. PAP. Condizione libro: New. New Book. Shipped from UK in 4 to 14 days. Established seller since 2000. Codice libro della libreria FJ-9780857027870

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Descrizione libro SAGE Publications Ltd 2014-09-24, London, 2014. paperback. Condizione libro: New. Codice libro della libreria 9780857027870

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Descrizione libro SAGE Publications Ltd. Paperback. Condizione libro: new. BRAND NEW, Marketing Communications Management: Analysis, Planning, Implementation (2nd Revised edition), Paul Copley, This friendly and assessable textbook will introduces to the core concepts of Marketing Communications Management covering everything from the importance of an integrated marketing communications, which includes a blend of sales promotion, advertising management, direct marketing, PR, corporate communications, social media, sponsorship, product placement, and much more. The textbook is supported by a host of excellent learning features, including chapter introductions explaining the relevance of topics in the real world and snap shot case studies showing how theory is applied to practice across sectors, for big businesses like Groupon, E-Harmony, Lynx, and BMW and for SMEs and not-for-profit organisations. Stop Points throughout the chapters encourage students to start thinking like a marketing communications manager while assignments challenge their understanding of theory and its application. Visit the companion website to take advantage of additional resources including extended case studies, outline answers to chapter discussion and mini case questions, PowerPoint slides and outline responses assignment tasks. Codice libro della libreria B9780857027870

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Descrizione libro SAGE Publications Ltd Sep 2014, 2014. Taschenbuch. Condizione libro: Neu. 265x197x22 mm. Neuware - 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. 480 pp. Englisch. Codice libro della libreria 9780857027870

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