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0470319925
Includes bibliographical references and index.
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 Warcraft 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. 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.
2016
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