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Textbook
Marketing Communications: A Brand Narrative ApproachISBN: 978-0-470-31992-5
Paperback
612 pages
December 2009, ©2010
 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.
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Chapter 1 Introduction to Marketing Communications.
Chapter 2 How Marketing Communications Works.
Part 2 Analysis and Planning for Marketing Communications.
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 Marketing Communications.
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 Marketing Communications.
Chapter 15 Sales and Sales Promotion.
Chapter 16 Beyond Traditional Marketing Communications.
Chapter 17 Evaluating Marketing Communications.
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