| 000 | 00817camuu2200253 a 4500 | |
| 001 | 000045619442 | |
| 005 | 20101129141526 | |
| 008 | 090706s2010 nju b 001 0 eng | |
| 010 | ▼a 2009025220 | |
| 020 | ▼a 9780470319925 (pbk.) | |
| 035 | ▼a (KERIS)BIB000012038843 | |
| 040 | ▼a 211023 ▼d 244002 | |
| 082 | 0 0 | ▼a 658.8/02 ▼2 22 |
| 090 | ▼a 658.802 ▼b D131m | |
| 100 | 1 | ▼a Dahlen, Micael. |
| 245 | 1 0 | ▼a Marketing communications : ▼b a brand narrative approach / ▼c Micael Dahlen, Fredrik Lange, Terry Smith. |
| 260 | ▼a Hoboken, N.J. : ▼b Wiley, ▼c c2010. | |
| 300 | ▼a xxii, 584 p. ; ▼c 25 cm. | |
| 504 | ▼a Includes bibliographical references and index. | |
| 650 | 0 | ▼a Communication in marketing. |
| 650 | 0 | ▼a Branding (Marketing) |
| 700 | 1 | ▼a Lange, Fredrik. |
| 700 | 1 | ▼a Smith, Terry |
소장정보
| No. | 소장처 | 청구기호 | 등록번호 | 도서상태 | 반납예정일 | 예약 | 서비스 |
|---|---|---|---|---|---|---|---|
| No. 1 | 소장처 세종학술정보원/사회과학실(4층)/ | 청구기호 658.802 D131m | 등록번호 151293785 (1회 대출) | 도서상태 대출가능 | 반납예정일 | 예약 | 서비스 |
컨텐츠정보
책소개
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.
***COMPANION WEBSITE - www.marketing-comms.com ***
New feature
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.
Visit the companion website at www.wileyeurope.com/college/dahlenfor a full range of Instructor and Student Resources including case teaching notes, PowerPoint slides, Test bank, video clips and interactive glossary.
"It 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, UK
"Some students asked recently 'When will the textbooks stop calling the internet 'new media'?' This text starts from the assumption that new media is what we are using today instead of considering it to be still an exciting new technology!"
?Dr Beverley Hill, University of Gloucestershire,UK
정보제공 :
저자소개
미카엘 달렌(지은이)
경제학과 인간의 삶, 동기, 행복에 관해 연구하며 숫자화된 존재를 비판해온 경제학자. 스톡홀름경제대학 경영 및 조직학과 석좌교수. 2001년 스톡홀름경제대학 경제연구소에서 박사학위를 받았고, 소비자 행동과 마케팅 분야를 선도해 2008년 〈저널 오브 애드버타이징(Journal of Advertising)〉이 꼽은 ‘광고 연구자 세계 10위’에 선정되었다. 현재는 경제학과 복지 및 행복의 관계에 관심을 가지고, 경제학이 어떻게 바람직한 삶을 이룰 수 있는지를 다양한 실험, 현장 조사, 설문 등을 통해 연구하고 있다.
목차
Part 1: Introduction to Marketing Communications.
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.
정보제공 :