Marketing Communications: A Brand Narrative Approach

Marketing Communications: A Brand Narrative Approach is amainstream, student–driven text which gives prominence to thedriving force of all Marketing Communications: the imperative ofBranding. The book aims to engage students in an entertaining,informative way, setting the conceptual mechanics of MarketingCommunications in a contemporary, dynamic context. It includes keycurrent trends such as: 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 thegrowth of co–authored brand stories to help build andmaintain brands by customer engagement through meaningfuldialogues. Media neutral/multi–media approach – This text has asound exploration of online and offline synergy combiningone–message delivery and multi–media exposures, through examples ofcompanies and political campaigns using ′non–traditional′ media toreach groups not locking into ′normal channels′. This brand new text features an impressive mixture of real–lifebrand case studies underpinned with recent academic research andmarket place dynamics. The format is structured into three sectionscovering analysis, planning and implementation and control ofMarketing Communications. Using full colour examples of brands, andstudent–friendly diagrams, the book acknowledges that the modernstudent learns visually as well as through text. Visit the companion website at www.wileyeurope.com/college/dahlenfora full range of Instructor and Student Resources including caseteaching notes, PowerPoint slides, Test bank, video clips andinteractive glossary. "It is very up–to–date in terms of its commentary on new formsof alternative media and marketing opportunities that takeadvantage of technological breakthroughs and new user drivenchannels of communication. The case studies and examples that havebeen selected are very recent and are used extremely well toillustrate the respective topics and issues." Dr Nik Mahon , Senior Lecturer, Southampton SolentUniversity, UK "Some students asked recently ′When will the textbooks stopcalling the internet ′new media′?′ This text starts from theassumption that new media is what we are using today instead ofconsidering it to be still an exciting new technology!" Dr Beverley Hill , University ofGloucestershire,UK

Part 1: Introduction to Marketing Communications.

Chapter 1 Introduction to Marketing Communications.

Chapter 2 How Marketing Communications Works.

Part 2 Analysis and Planning for MarketingCommunications.

Chapter 3 Analysis of Target Markets.

Chapter 4 Marketing Communications Effects and Objectives.

Chapter 5 Marketing Communications Strategy and Planning.

Chapter 6 Strategic Positioning.

Chapter 7 Tactics and Techniques of Positioning

Part 3 Implementation and Control of MarketingCommunications.

Chapter 8 Building Brand Equity.

Chapter 9 Brand Narrative and Relational Management.

Chapter 10 The Marketing Communications Mix.

Chapter 11 Advertising Strategy.

Chapter 12 Advertising Creativity.

Chapter 13 Media Concepts and Media Planning.

Chapter 14 Public Relations and Hybrid MarketingCommunications.

Chapter 15 Sales and Sales Promotion.

Chapter 16 Beyond Traditional Marketing Communications.

Chapter 17 Evaluating Marketing Communications.