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Foundations Of Marketing Communications
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Book Synopsis Marketing Communications by : Stephen P. Robbins
Download or read book Marketing Communications written by Stephen P. Robbins and published by Pearson Higher Ed. This book was released on 2021-01-20 with total page 582 pages. Available in PDF, EPUB and Kindle. Book excerpt: Learn the techniques and applications of marketing communications in a European context Marketing Communications: A European Perspective, 7th Edition, by De Pelsmacker, Geuens and Van Den Bergh provides an extensive overview of the key concepts, techniques and applications of marketing communications within a European context. This book provides in-depth coverage of consumer behaviour and branding foundations of marketing communications, and all elements of the communications mix, including advertising, public relations, sponsorship, brand activation, direct marketing and exhibitions. Building on the success of the last edition, the 7th edition uses examples, case studies and research results from various countries, industries and markets to make the concepts more practice orientated and help you grasp essential facts. Extensive case material on global brands like Snickers, Libresse, Guinness, Costco, Baunat, Trooper and Lego have been added to reflect the recent developments in marketing communications. Pearson, the world’s learning company.
Book Synopsis Fundamentals of Marketing by : Geraldine McKay
Download or read book Fundamentals of Marketing written by Geraldine McKay and published by Goodfellow Publishers Ltd. This book was released on 2018-03-06 with total page 246 pages. Available in PDF, EPUB and Kindle. Book excerpt: Introduces the key terms, concepts and practices to provide a firm foundation for undergraduate students. It discusses contemporary technologies used in marketing alongside established practices to develop an understanding of the positive effects of marketing balanced with critical discussion about it's contribution to the wider aims of society.
Book Synopsis Foundations of Marketing Communications by : Patrick de Pelsmacker
Download or read book Foundations of Marketing Communications written by Patrick de Pelsmacker and published by Pearson Education. This book was released on 2005 with total page 398 pages. Available in PDF, EPUB and Kindle. Book excerpt: Looking at critical communication issues in a marketing context, this text covers a wide range of topics, including budgets, advertising, media planning and public relations.
Book Synopsis Foundation of Marketing Communications by : Patrick de Pelsmacker
Download or read book Foundation of Marketing Communications written by Patrick de Pelsmacker and published by . This book was released on 2011 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Marketing Communications by : Michael L. Rothschild
Download or read book Marketing Communications written by Michael L. Rothschild and published by D.C. Heath. This book was released on 1987 with total page 810 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis EBOOK: Foundations of Marketing, 6e by : John Fahy
Download or read book EBOOK: Foundations of Marketing, 6e written by John Fahy and published by McGraw Hill. This book was released on 2019-03-01 with total page 454 pages. Available in PDF, EPUB and Kindle. Book excerpt: Valued by instructors and students alike, Foundations of Marketing presents an accessible introduction to Marketing. Packed with examples and end of chapter case studies highlighting the real world application of marketing concepts, this fully updated Sixth Edition features digital marketing integrated throughout the chapters as well as a dedicate chapter on marketing planning and strategy. Discover: How marketing adds value to customers and organizations How innovative brand positioning drives commercial success How new digital marketing communication techniques are being used by companies to drive their brand awareness and engagement, as well as customer retention and conversion levels How marketing planning and strategy gives direction to an organization’s marketing effort and co-ordinates its activities. Key features: Marketing Spotlights showcase the marketing innovations of brands including Adidas, Crayola, Samsung and KFC. Marketing in Action boxes offer varied examples of real companies’ campaigns in the UK, Scandinavia, The Netherlands and internationally. Critical Marketing Perspective boxes encourage critical thinking of ethical debates to stimulate student discussion about socially responsible practice and encourage critical analysis of these issues. 12 brand new end of chapter Case Studies including Fjallraven, Primark, Uber and BrewDog give in-depth analysis of companies’ marketing strategies, with dedicated questions to provoke student enquiry. Marketing Showcase videos feature interviews with business leaders and marketing professionals, offering insights into how different organisations have successfully harnessed the elements of the marketing mix.
Book Synopsis Foundations of Marketing by : John Fahy
Download or read book Foundations of Marketing written by John Fahy and published by McGraw-Hill Europe. This book was released on 2012 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: This text begins by introducing basic concepts from the ground up, such as the marketing environment, customer behaviour and segmentation and positioning.
Book Synopsis Principles of Integrated Marketing Communications by : Lawrence Ang
Download or read book Principles of Integrated Marketing Communications written by Lawrence Ang and published by Cambridge University Press. This book was released on 2021-02-23 with total page 529 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing in the digital age poses major challenges for traditional and established practices of communication. To help readers meet these challenges Principles of Integrated Marketing Communications: An Evidence-based Approach provides a comprehensive foundation to the principles and practices of integrated marketing communications (IMC). It examines a variety of traditional and digital channels used by professionals to create wide-reaching and effective campaigns that are adapted for the aims of their organisations. This edition has been thoroughly revised and each chapter includes: case studies of significant and award-winning campaigns from both Australian and international brands that illustrate the application of explored concepts; discussion and case study questions that enable readers to critically evaluate concepts and campaigns; a managerial application section that illustrates how concepts can be applied effectively in a real situation; a 'further thinking' section that expands knowledge of advanced concepts and challenges readers to think more broadly about IMC.
Book Synopsis Integrated Marketing Communications by : Eric Stewart Harvey
Download or read book Integrated Marketing Communications written by Eric Stewart Harvey and published by . This book was released on 2016-08-03 with total page 112 pages. Available in PDF, EPUB and Kindle. Book excerpt: A guidebook to the entire process from beginning to end, Developing an Integrated Marketing Plan introduces the fundamentals of integrated marketing communications. It shows students how to put together a creative and effective integrated marketing communications plan that can be used by both marketers and their clients. Students learn how an integrated marketing plan functions in the overall marketing communication environment. They learn how to conduct primary and secondary research and conduct a SWOT analysis. The book also discusses the role of the target market profile and how to define objectives and develop strategies. Other topics include establishing a budget and dealing with media objectives, strategy, and tactics. The final chapters of the text cover evaluations of the plan and the importance of creating an integrated marketing communications campaign plan book. Based on the author's extensive experience as a professional marketer, Developing an Integrated Marketing Plan is well-suited to courses in marketing and advertising communication.
Book Synopsis The Communications Consultant’s Foundation by : Roger Darnell
Download or read book The Communications Consultant’s Foundation written by Roger Darnell and published by Routledge. This book was released on 2021-09-26 with total page 170 pages. Available in PDF, EPUB and Kindle. Book excerpt: For all professionals and students who want to improve their prospects in business, this book prepares and positions them to build dream careers, giving them the education and guidance required to develop vital soft skills, and work remotely and independently. After establishing a foundation for solid professional communications on a personal level, it quickly opens doors to business insights and opportunities that are exciting, inspiring, and highly sustainable. Immersing readers into the key realms of business success and exploring the full spectrum of essential communications practices, they gain knowledge and trade skills of immense value, including: • The basics of positive, proactive, strategic communications for individuals and organizations • What it means to be a PR expert in the creative industry and to do great work • An introduction to essential business imperatives, with high-level instruction on creativity, strategy, leadership, management, marketing, and much more • Customer service and all it entails • Extensive exploration of the PR toolset and its application in real-world marketing scenarios This book brings home all instruction with sophisticated questions and challenges, ensuring readers have every opportunity to comprehend and grow, step by step.
Book Synopsis Marketing in the Round by : Gini Dietrich
Download or read book Marketing in the Round written by Gini Dietrich and published by Que Publishing. This book was released on 2012-04-24 with total page 265 pages. Available in PDF, EPUB and Kindle. Book excerpt: Drive more value from all your marketing and communications channels--together! Demolish your silos and sync all your messaging, strategies, and tactics (really!). Optimize every medium and platform, from iPad and Facebook to TV and direct. This book is a must-read for every senior marketing, communications, and PR decision-maker. It’s not about social media. Or new (or old) media. It’s about results—and there’s only one way to get results. You must finally bite the bullet, tear down your silos, and integrate all your marketing and communications. That’s how you choose the best platforms and messages for each customer. That’s how you make research and metrics work. That’s how you overcome today’s insane levels of complexity and clutter. You’re thinking: Oh, that’s all I need to do? “Just” integrate my whole organization? Are you nuts? No. We’re not. It can be done. This book’s authors have done it. They’ve shown others how to do it. And now they’re going to show you. Step by step. Strategy. Tactics. Research. Metrics. Culture. Social. Mobile. Direct. Broadcast. Print. All of it. With you, the marketing/communications decision-maker, right at the center...right where you belong! Even now, organizational silos prevent most companies from conversing coherently with customers, delivering the right targeted messages, and building real synergies across all their marketing and communications programs. Now, Gini Dietrich and Geoff Livingston show how to finally break down those silos, bridging traditional and newer disciplines to drive more value from all of them. You’ll learn how to create a flexible marketing hub with integrated spokes including sales, PR, advertising, customer service, HR, social media, and the executive team. Then, you’ll learn how to use your hub to speak cohesively with each customer through the tools and platforms that deliver the best results at the lowest cost. Dietrich and Livingston guide you through hands-on strategic planning, illustrating key points with real case studies and offering practical exercises for applying their principles. You’ll learn how to perform baseline analyses of media from iPad apps to radio, optimize resource allocation, change culture to overcome siloed behavior, use measurement to clear away obstacles, and gain more value from every marketing investment you make. Pull it all together--finally! How to successfully integrate your tactics, tools, messages, and teams Better goals, better results: beyond “SMART” to “SMARTER” Specific, measurable, attainable, relevant, time-bound, evaluate, and reevaluate Better listening: stakeholders, customers, and research that works How to make sure you hear what really matters Four powerful ways to market in the round When to go direct, come from above, use the groundswell, or execute flanking maneuvers
Book Synopsis Foundations of Marketing by : M. Dale Beckman
Download or read book Foundations of Marketing written by M. Dale Beckman and published by . This book was released on 1997 with total page 514 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Strategic Integrated Marketing Communications by : Larry Percy
Download or read book Strategic Integrated Marketing Communications written by Larry Percy and published by Routledge. This book was released on 2014-06-27 with total page 335 pages. Available in PDF, EPUB and Kindle. Book excerpt: An essential book for today's marketer now that integrated marketing communications form a critical success factor in building strong brands and strong companies This new edition is still the only textbook on the market to deal with all aspects of IMC from a strategic perspective Corporate image, identity and reputation have never been more important and this book unlocks the key factors in achieving and enhancing this Integrated Marketing Communications is not just about utilizing different communication options in your marketing campaign; it is about planning in a systematic way to determine the most effective and consistent message for your target audience. As such, it depends upon identifying the best positioning, generating positive brand attitude, a consistent reinforcement of the brand's message through IMC channels, and ensuring that all marketing communication supports the company's overall identity, image, and reputation. This textbook is a roadmap to achieving this, thoroughly updated to reflect the dynamic changes in the area since the first edition was published. New to this edition: New sections on social media and now to integrate them into your marketing function New chapter on message development and an enhanced chapter on the IMC plan Robust pedagogy to help reinforce learning and memory Enhanced teaching materials online to help lecturers prepare their courses Brand new real-life case study vignettes
Book Synopsis Foundations of Marketing with Redemption Card by : David Jobber
Download or read book Foundations of Marketing with Redemption Card written by David Jobber and published by . This book was released on 2006-02-01 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Foundations of Marketing 2/e is a thorough, up-to-date and exciting introductory textbook that is ideal for students studying marketing for the first time. The book presents a solid grounding in the fundamentals of contemporary marketing, and is full of lively and recent examples of marketing designed to educate and inspire.
Book Synopsis Foundations of Marketing, 7e by : John Fahy
Download or read book Foundations of Marketing, 7e written by John Fahy and published by McGraw Hill. This book was released on 2022-04-29 with total page 435 pages. Available in PDF, EPUB and Kindle. Book excerpt: Have you wondered how marketers use data and technology to capture relevant information on their target audience? Or how marketers in today’s world deal with questions around sustainability, climate change and planned product obsolescence? In its 7th edition, Foundations of Marketing aims to answer these pressing questions. This leading textbook is packed with contemporary examples and case studies that highlight the real-world applications of marketing concepts. Discover: • The growing importance of social marketing • How organisations are leveraging consumer data to make decisions and drive customer retention and conversion levels • The role of brand communities, peer-to-peer marketing and social influencers • Both a Managerial and Consumer approach to marketing Key features: • Marketing Spotlights highlight the marketing innovations of brands such as Zoom, Rent the Runway, John Lewis and Patagonia. • Marketing in Action boxes offer modern examples of real marketing campaigns in the UK, Denmark, The Netherlands and internationally. • Critical Marketing Perspective boxes encourage students to critically reflect on ethical debates and stimulate student discussion and analysis about socially responsible practices. • End of Chapter Case Studies covering Starbucks, Patek Philipe, Spotify and Depop provides students with an in-depth analysis of companies’ marketing strategies. Each case study has dedicated questions to encourage critical thinking. • Connect® resources such as updated Testbank and Quiz questions, Application Based Activities and assignable Case Studies with associated multiple-choice questions. John Fahy is Professor of Marketing at the University of Limerick, Ireland David Jobber is Professor of Marketing at the University of Bradford School of Management, UK
Download or read book Charity Marketing written by Fran Hyde and published by Routledge. This book was released on 2021-12-19 with total page 191 pages. Available in PDF, EPUB and Kindle. Book excerpt: Charities operate within an increasingly challenging environment, with competition for public engagement, funding and volunteers intensifying. High-profile scandals have knocked public trust and the recent Covid-19 pandemic has illustrated how important it is for charities to provide support in times of need and fill the gap left by inadequate public sector provision. Across 12 chapters a diverse group of academics and deep-thinking practitioners present contrasting perspectives and the latest thinking on the challenges within the charity sector. The approach of the book contributes to the growing phenomenon of Theory + Practice in Marketing (TPM) presenting different perspectives and theoretical lenses to stimulate debate and future research. Charity Marketing provides a bridge between the practice of contemporary nonprofit organisations, charity marketing and recent academic insight into the charity sector. Using exemplar case studies of nonprofit and charity brands, this edited volume will be of direct interest to students, academics, marketing practitioners and researchers studying and working in charities, public and nonprofit management, and marketing.
Book Synopsis Marketing Communication Policies by : Rainer Busch
Download or read book Marketing Communication Policies written by Rainer Busch and published by Springer Science & Business Media. This book was released on 2006-10-30 with total page 266 pages. Available in PDF, EPUB and Kindle. Book excerpt: By summing up the authors’ lectures on Marketing Communications, this work introduces its users to the fundamental knowledge that is indispensable in this complex and exciting field of Marketing. It has been compiled especially for first-degree students of Business Administration and Marketing who take an interest in the international aspects of these disciplines. There are comprehensive illustrations, cases, questions for discussion, and case solutions.
