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
part |82 pages
Advertising as Art of Persuasion, Strategic Thinking and Managed Discipline
part |49 pages
Sales Promotion and Direct Marketing
part |96 pages
Public Relations Issues
part |34 pages
part |70 pages