ABSTRACT
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.
TABLE OF CONTENTS
part |99 pages
Marketing Communications in Context
chapter |24 pages
The Integrated Marketing Communications Mix and its Environment
chapter |21 pages
Theoretical Underpinnings of Marketing Communication
chapter |27 pages
Behaviour and Relationships
chapter |25 pages
Managing the Communications Mix
part |82 pages
Advertising as Art of Persuasion, Strategic Thinking and Managed Discipline
chapter |19 pages
Advertising Theory, Branding and Practice
chapter |23 pages
Creative Strategy and the Role of Semiotics
chapter |28 pages
Media Characteristics, Planning and Spend Issues
chapter |10 pages
Advertising Management
part |49 pages
Sales Promotion and Direct Marketing
chapter |19 pages
The Nature and Role of Sales Promotions
chapter |19 pages
Direct Marketing
chapter |9 pages
Planning and Managing Promotions
part |96 pages
Public Relations Issues
chapter |27 pages
The Nature and Role of Public Relations
chapter |26 pages
Corporate Communications
chapter |31 pages
Sponsorship
chapter |10 pages
Planning and Managing Public Relations
part |34 pages
Personal Communications
chapter |23 pages
The Nature and Role of Personal Selling
chapter |9 pages
Planning and Managing Personal Communications
part |70 pages
End Piece