456 Pages
by
Routledge
456 Pages
by
Routledge
480 Pages
by
Routledge
Also available as eBook on:
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... Read more
Marketing communications in context - The integrated marketing communications mix and its environment; Marketing communications theory; Behaviour and relationships; Managing the communications mix; Advertising as art of persuasion, strategic thinking and managed discipline - Advertising theory, branding and practice; Creative platform and the role of semiotics; Media characteristics, planning and spend issues; Advertising management - A case of White Horse Whisky; Sales promotion and direct marketing - The nature and role of sales promotions; Direct marketing; Planning and managing promotions: A case of ASB bank New Zealand; Public and corporate relations - The nature and role of public relations; Corporate communications; Sponsorship; Planning and managing public relations: A case of Perrier and other crises; Personal communication - The nature and role of personal selling; Planning and managing personal communication - A case of Audi; Research in and evaluation of marketing communications; Interactivity in marketing communications; International issues; Glossary of terms used in marketing communications; Subject and author index.
Biography
Paul Copley
'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.
