Textbook

Marketing Communications: A Brand Narrative Approach

Micael Dahlen, Fredrik Lange, Terry Smith

ISBN: 978-0-470-31992-5

Paperback

612 pages

List Price:	US $73.95
Government Price:	US $49.88
Enter Quantity: Buy

This is a Print-on-Demand title. It will be printed specifically to fill your order. Please allow an additional 10-15 days delivery time. The book is not returnable.

< >

Marketing Communications is unique in its combination of branding and marketing communications.

• Student orientation: the text has been written from a teaching perspective and the structure, content and pedagogical logic make this a very student-friendly book with guidance on linking theory to practice.

• "Matter of fact" boxes which report back from the market place or academic research on relevant market findings.

• "Theory and Practice" boxes which help the student make links between concept and context

• "Seminar-friendly Case Studies" small case studies of one page length to be used in conjunction with other learning resources and for use within an average seminar situation.

• "Opinion pieces" featuring ad hoc views of people in the industry as well as those not associated with marketing communications (eg: Joan Bakewell article in The Independent about 2018meaning and consumption'.