eBook - PDF
Marketing Communications
An advertising, promotion and branding perspective
- 263 pages
- English
- PDF
- Available on iOS & Android
eBook - PDF
Marketing Communications
An advertising, promotion and branding perspective
About this book
Marketing Communications acknowledges that 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. It notes that the design and development of marketing communications campaigns takes place against a backdrop of change, choice, chance and worldwide connections. It also recognises that to achieve success, brands need to be engaging, compelling to achieve stand-out amongst competition.
Fully revised and updated, Marketing Communications 2nd edition discusses issues such as:
* Understanding communications by exploring the past, present and examining the future;
* Planning, development and evaluation of marketing communication campaigns;
* Designing a more creative approach to stand-out relative to competing brands;
* Exploring case study exemplars to reflect and gain insight for future campaigns.
To help support their learning the text also features a range of supplementary readings, in text exercises and cases/examples to help bring concepts to life.
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Table of contents
- Cover
- Contents
- 1 Introducing Marketing Communications
- 2 Marketing Discourse and Semiotics
- 3 Consumer Decisions in Marketing Communications
- 4 Marketing Communications Strategy
- 5 Branding and Brand Communications
- 6 Integrated Marketing Communications
- 7 Creativity in Advertising and Promotion
- 8 Digital Media and Marketing Interactivity
- 9 Digital Transformation and Marketing Communications
- 10 International Advertising and Communications
- 11 Case Studies
- Index
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Yes, you can access Marketing Communications by Babek Taheri,Hamid Shaker in PDF and/or ePUB format, as well as other popular books in Business & Marketing. We have over 1.5 million books available in our catalogue for you to explore.