Marketing Communications: A Brand Narrative Approach
Dahlen, Micael; Lange, Fredrik; Smith, Terry
Language: English
Published by Wiley, 2009
- Softcover
- Used
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- Title
- Marketing Communications: A Brand Narrative Approach
- Author
- Dahlen, Micael; Lange, Fredrik; Smith, Terry
- Publisher
- Wiley
- Publication year
- 2009
- Condition
- like_new
- Binding
- Soft cover
- Language
- English
- ISBN 10
- 0470319925
- ISBN 13
- 9780470319925
- 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 ***
"Synopsis" may belong to another edition of this title.
About the Author
Micael Dahlen is Associate Professor in Business Administration, Centre for Consumer Marketing, Stockholm School of Economics.
Fredrik Lange is Assistant Professor, Centre for Consumer Marketing, Stockholm School of Economics.
Terry Smith is Senior Lecturer in the Department of Marketing, Tourism and Events Management at the University of Chester.
"About the title" may belong to another edition of this title.
Greenworld Books
arlington, TX, U.S.A.
AbeBooks seller since June 20, 2025
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