Marketing Communications Management: Concepts and Theories, Cases and Practices - Softcover

Copley, Paul

Softcover

ISBN 10: 0750652942 ISBN 13: 9780750652940

Publisher: Routledge, 2004

Synopsis

Marketing Communications Management: concepts and theories, cases and practice makes critical reflections on the prime issues in integrated marketing communications and is designed to encourage the reader to stop and think about key issues. The author takes a managerial approach to the subject and provides a set of frameworks that facilitate both learning and teaching. A wide range of pedagogical features is included such as sample exam questions, 'stop points', vignettes, and case studies, and a summary of key points concludes each chapter.

Most organizations need some form of marketing or corporate communications and this text is designed to service both practitioners and students undertaking formal study. The author addresses strategic and critical issues that dovetail with the current interest in marketing communications as reflected in the media, with particular emphasis given to advertising and sponsorship.

About this title

Product Description:

Reflects on the prime issues in integrated marketing communications. This work addresses strategic and critical issues that dovetail with the interest in marketing communications as reflected in the media, with emphasis given to advertising and sponsorship. It also includes sample exam questions, 'stop points', vignettes, and case studies.

Review:

'First rate and comprehensive. This book has got it just right: a rich blend of academic underpinning and practical examples in a very readable style. You are encouraged to participate in the almost distance-learning approach and via the innovative and thought provoking 'stop-points'.'

Martin Evans, Senior Fellow, Cardiff Business School.

'Paul Copley's Marketing Communications Management is an excellent text for exploring marketing communications in the 21st century. It skilfully balances the theory and practice of marketing communications, and, moreover, the blend of examples drawn from a variety of organizations, e.g. non-profit/profit, SME/MNC, industrial/consumer, demonstrate how marketing communications may be successfully and, in some cases, unsuccessfully applied.'

Ann Torres, Lecturer in Marketing, National University of Ireland.

About this edition

• Publisher: Routledge
• Publication date: 2004
• ISBN 10: 0750652942
• ISBN 13: 9780750652940
• Binding: Paperback
• Edition number: 1
• Number of pages: 456