Search results for: marketing-communications

Marketing Communications

Author : Steve Bird
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Six marketing communication tools—advertising, personal selling, sales promotion, direct marketing, public relations, and sponsorship—are reviewed in this text for South African learners and practitioners. This fully updated edition focuses on recent developments in marketing communications, highlighting the use of the World Wide Web, e-mail, and instant messaging in marketing. The user friendly and interactive presentation for self-assessment makes this an outcome-based learning tool.

Marketing Communication

Author : Richard J. Varey
File Size : 57.22 MB
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This text challenges the orthodox view of marketing communication. Using references to communication studies, cultural studies, and critical management studies, the focus of managing marketing communication is shifted from message-making to relationship-building. This textbook provides a contemporary examination of marketing as a social process. The scope of communication theory is broadened and a two-way conception of communication is introduced. The existing model of marketing communication is replaced with a new and exciting concept, that integrates the relational and social emphases of the twenty-first century. "Marketing Communication" investigates the problems of organizing and locating marketing in a business corporation, management responsibility for planning and decision making, and the role of the marketing communication manager in contemporary society.

Marketing Communications

Author : Chris Fill
File Size : 66.92 MB
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"Geared toward students studying Marketing or Business Studies at the undergraduate level and post-graduate students on marketing-related programmes, this book is essential reading for participants in the Chartered Institute of Marketing (CIM) Diploma module on Marketing Communications." "Unlike many other texts on the subject that just describe how-to-do marketing, Marketing Communications: engagement, strategies and practice, Fourth Edition, provides the 'why' behind marketing communications with a variety of perspectives."--BOOK JACKET.

Strategic Marketing Communications

Author : Paul Russell Smith
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Following the CIM Advanced level syllabus in Marketing Communications, this text covers key areas of the process and includes pro-forma documents for topics such as SWOT analysis, creative briefs and media briefs.

Marketing Communications

Author : Paul Russell Smith
File Size : 35.3 MB
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Since it was first published in 1993, Marketing Communications has rapidly established its popularity amongst students and practitioners alike. The author's original and youthful approach is considered a refreshing alternative to the regular stuffy, prescriptive textbooks. This new edition will not disappoint. It's absolutely up-to-the minute with the latest marketing buzz - revelations about the latest campaigns (including the disasters), great illustrations, the latest on e-marketing, and now with full supporting materials for lecturers. Jonathan Taylor contributes fresh insight drawing on his high profile ad agency experience.

Profitable Marketing Communications

Author : Antony Young
File Size : 50.46 MB
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The authors propose a new marketing model to help business owners and marketing professionals apply an investment-led approach where the focus is value, not cost. This guide introduces investment disciplines and strategies to marketing practices.

Marketing Communications

Author : Micael Dahlen
File Size : 20.38 MB
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Marketing Communications: A Brand Narrative Approach is a mainstream, student-driven text which gives prominence to the driving force of all Marketing Communications: the imperative of Branding. The book aims to engage students in an entertaining, informative way, setting the conceptual mechanics of Marketing Communications in a contemporary, dynamic context. It includes key current 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 the growth of co-authored brand ‘stories’ to help build and maintain brands by customer engagement through meaningful dialogues. Media neutral/multi-media approach - This text has a sound exploration of online and offline synergy combining one-message delivery and multi-media exposures, through examples of companies and political campaigns using ‘non-traditional’ media to reach groups not locking into ‘normal channels’. This brand new text features an impressive mixture of real-life brand case studies underpinned with recent academic research and market place dynamics. The format is structured into three sections covering analysis, planning and implementation and control of Marketing Communications. Using full colour examples of brands, and student-friendly diagrams, the book acknowledges that the modern student learns visually as well as through text.

Marketing Communications

Author : Michael L. Rothschild
File Size : 85.68 MB
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Integrated Marketing Communications with Student Resource Access 12 Months

Author : Bill Chitty
File Size : 75.28 MB
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Organisations continually use integrated marketing communications to achieve a competitive advantage and meet their marketing objectives. This 5th edition of Integrated Marketing Communications emphasises digital and interactive marketing, the most dynamic and crucial components to a successful IMC campaign today. Incorporating the most up-to-date theories and practice, this text clearly explains and demonstrates how to best select and co-ordinate all of a brand's marketing communications elements to effectively engage the target market. Chapters adopt an integrative approach to examine marketing communications from both a consumer's and marketer's perspective. With a new chapter on digital and social marketing addressing the development of interactive media in IMC and new IMC profiles featuring Australian marketer's, along with a wide range of local and global examples including: Spotify, Pandora, Snapchat, Palace Cinemas, Woolworths, KFC, Old Spice, Telstra, Colgate and QANTAS, this text has never been so relevant for students studying IMC today. Each new copy of the text also offers 12 month access to a wealth of student online revision and learning tools: CourseMate Express + Search me! Marketing. Unique to the text is a series of new student and instructor IMC videos showing students how key objectives in IMC theory are applied by real businesses.

Marketing Communications

Author : John Egan
File Size : 27.13 MB
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Marketing Communications is a core textbook for undergraduates and postgraduates studying for a marketing degree or qualification. It covers all areas of integrated marketing communications, advertising, selling and sales promotion, public relations, direct and internet marketing. Presenting the theory and practice through a range of case material and vignettes Marketing Communications is the ideal text for all students of Marketing. Marketing Communications is a core textbook for undergraduates and postgraduates studying for a marketing degree or qualification. It covers all areas of integrated marketing communications, advertising, selling and sales promotion, public relations, direct and internet marketing. Presenting the theory and practice through a range of case material and vignettes Marketing Communications is the ideal text for all students of Marketing.

Integrated Marketing Communications

Author : Tony Yeshin
File Size : 25.65 MB
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Integrated Marketing Communications is a new text which will answer the key questions of what marketing communications is, how it works and why it is such a vital contemporary marketing function. It is a comprehensive and authoritative overview of this complex and rapidly evolving area. The author's long experience in the industry, and as a senior academic, ensures that the book is able to show how the communications process really works and how it can best be managed in a strategically and tactically cost effective manner. Throughout the book the framework of analysis, planning, implementation and control is used to help the student organize their approach to the complex decision making in the present communications environment. This is both an essential text and an indispensible reference resource and has been rigorously developed for undergraduates and postgraduates in Marketing and Business, and for the new CIM Certificate and Diploma exams in Business Communication, Promotional Practice and Marketing Communications.

Marketing Communications in Tourism and Hospitality

Author : Scott McCabe
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The rapidly changing context of the modern tourism and hospitality industry, responding to the needs of increasingly demanding consumers, coupled with the fragmenting nature of the marketing and media environment has led to an increased emphasis on communications strategies. How can marketing communication strategies meet the changing and challenging demands of modern consumers, and maintain a company’s competitive edge? Marketing Communications in Tourism and Hospitality: concepts, strategies and cases discusses this vital discipline specifically for the tourism and hospitality industry. Using contemporary case studies such as South African Tourism, Travelocity and Virgin Trains, it explains and critiques the practice and theory in relation to this industry. Combining a critical theoretical overview with a practical guide to techniques and skills, it illustrates the role that communications play in the delivery and representation of hospitality and tourism services, whilst developing practical skills needed to understand, interpret and implement communications strategies within a management context. This systematic and cohesive text is essential reading for hospitality management students, and an invaluable resource for marketing practitioners in this growing area.

The New Marketing Paradigm

Author : Don E. Schultz
File Size : 83.76 MB
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Tells why mass marketing no longer works--and shows how integrated communications programs can respond to each customer.

Marketing Communications

Author : Chris Fill
File Size : 76.98 MB
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'Butterworth-Heinemann's CIM Coursebooks have been designed to match the syllabus and learning outcomes of our new qualifications and should be useful aids in helping students understand the complexities of marketing. The discussion and practical application of theories and concepts, with relevant examples and case studies, should help readers make immediate use of their knowledge and skills gained from the qualifications.' Professor Keith Fletcher, Director of Education, The Chartered Institute of Marketing 'Here in Dubai, we have used the Butterworth-Heinemann Coursebooks in their various forms since the very beginning and have found them most useful as a source of recommended reading material as well as examination preparation.' Alun Epps, CIM Centre Co-ordinator, Dubai University College, United Arab Emirates Butterworth-Heinemann's official CIM Coursebooks are the definitive companions to the CIM professional marketing qualifications. The only study materials to be endorsed by The Chartered Institute of Marketing (CIM), all content is carefully structured to match the syllabus and is written in collaboration with the CIM faculty. Now in full colour and a new student friendly format, key information is easy to locate on each page. Each chapter is packed full of case studies, study tips and activities to test your learning and understanding as you go along. •The coursebooks are the only study guide reviewed and approved by CIM (The Chartered Institute of Marketing). •Each book is crammed with a range of learning objectives, cases, questions, activities, definitions, study tips and summaries to support and test your understanding of the theory. •Past examination papers and examiners' reports are available online to enable you to practise what has been learned and help prepare for the exam and pass first time. •Extensive online materials support students and tutors at every stage. Based on an understanding of student and tutor needs gained in extensive research, brand new online materials have been designed specifically for CIM students and created exclusively for Butterworth-Heinemann. Check out exam dates on the Online Calendar, see syllabus links for each course, and access extra mini case studies to cement your understanding. Explore marketingonline.co.uk and access online versions of the coursebooks and further reading from Elsevier and Butterworth-Heinemann. INTERACTIVE, FLEXIBLE, ACCESSIBLE ANY TIME, ANY PLACE www.marketingonline.co.uk * Written specially for the Marketing Communications module by the Senior Examiners * The only coursebook fully endorsed by CIM * Contains past examination papers and examiners' reports to enable you to practise what has been learned and help prepare for the exam

Marketing Communications

Author : Lynne Eagle
File Size : 55.79 MB
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With the proliferation of digital and social media, there has never been a more dynamic time to engage with marketing communications - and never has the integration of marketing communications (marcoms) principles into a strategic marketing plan been more challenging. Even the best product in the world won’t sell without the right reach to your potential customers and the right message to engage them. This textbook applies a uniquely practical approach to the topic so that, whilst a structured overview of planning, development, implementation and evaluation of marketing communications is in place, the detailed cases made available by the Institute for Practitioners in Advertising (IPA) show how actual challenges faced by professionals in the field were addressed. This book will help you to develop the skills you need to turn theory into the right integrated communication plan, in order to succeed in an increasingly competitive environment. Aided by a veritable wealth of pedagogical features, Marketing Communications will be essential reading for both students and professionals in marketing, communications and public relations. This textbook also benefits from a companion website which includes a comprehensive instructor’s guide with PowerPoint slides, testbank questions and answer checklists.

Marketing Communications

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Integrated Marketing Communication

Author : Robyn Blakeman
File Size : 78.41 MB
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Now in its second edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective IMC. It also details changes in traditional advertising and marketing principles. Blakeman covers key areas, from marketing plans, branding/positioning, and creative briefs to copywriting, design, and considerations for each major media format. Throughout, she explores visual and verbal tactics, along with the use of business theory and practices, and how these affect the development of the creative message. This user-friendly introduction walks students through the varied strands of IMC, including advertising, PR, direct marketing, and sales promotion, in a concise and logical fashion. Several new chapters address the latest additions to the mix: Internet, social, mobile, and alternative media, plus guerrilla marketing. The text builds students’ skills in developing a creative idea, employing the correct message, and placing it appropriately—and will continue to serve as a handy reference to using the most effective communications approaches throughout their careers.

Marketing Communications

Author : Paul Smith
File Size : 45.22 MB
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First published in 1993, " Marketing Communications " is firmly established as an international bestseller : P-R Smiths contribution to the acceptance and understanding of an integrated approach to marketing communications is now universally recognized. Both marketing professionals and students alike have benefited from his pragmatic and original approach. Indeed, it is the recommended reading text for the Chartered Institute of Marketing's Promotional Practice module and included on the Marketing Society's prestigious list of marketing classics. This latest edition has been thoroughly updated and revised : new short cases, up-to-date statistics, fresh illustrations and photographs, along with a more panEuropean flavour, all combine to bring it right up-to-date with the current international business scene. Several chapters have been completely rewritten, and the larger format and redesigned text layout will make it easier for reading and studying. Three major features of this new second edition are : "Golden rules of IMC" (Integrated Marketing Communications) - a new section which covers the benefits, the barriers and the golden rules. "SOSTAC Planning System" - a unique system, tested on hundreds of marketing managers, which provides a simple and structured approach to planning. "The Internet" - a major new chapter giving an in-depth look at the benefits and barriers and how to integrate the Internet into an overall marketing communications strategy. The prime aim of Marketing Communications is to provide readers with a comprehensive framework to better understand the individual elements of the marketing communications mix and their collective effectiveness. Continuing in the same lively style as before, the new edition is packed with visuals, practical tips and useful insights. The cases and examples are drawn from a diverse range of organizations and show successful solutions in action.

Marketing Communications

Author : Philip J. Kitchen
File Size : 79.96 MB
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Marketing Communications provides a detailed study of the practical and theoretical frameworks underpinning marketing communications. The book draws on the opinions, views, expertise and understanding of a large number of contributors.

Marketing Communications

Author : Geraldine Bell
File Size : 20.16 MB
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Marketing Communications is a must have text that acknowledges the most important task faced by any marketing communications practitioner is to identify and select an optimum promotions mix to help achieve an organisation’s business objectives.