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
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“It [Marketing Communications] is very up-to-date in terms of its commentary on new forms of alternative media and marketing opportunities that take advantage of technological breakthroughs and new user driven channels of communication. The case studies and examples that have been selected are very recent and are used extremely well to illustrate the respective topics and issues.”
Dr Nik Mahon – Senior Lecturer, Southampton Solent University

“It [Marketing Communications] adopts a sufficiently recognizable overarching framework of analysis, planning and control for lecturers to feel confident that it fulfils the needs of a basic level 1 or 2 marketing communications module. Yet at the same time and more importantly perhaps it offers quite a different perspective that seems to emphasize the creativity and art of marketing communications. The use of brand communications (rather than marketing) and emphasis on target audience, message content and media channels is contemporary and exciting, while the narrative approach reflects the move towards narrative in many different fields including marketing and consumer behaviour.”
Dr. Beverley Hill, University of Gloucestershire