Marketing Communications PDF Books

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Marketing Communications

Marketing Communications
Author: John Egan
Publisher: SAGE
ISBN: 1526471159
Size: 71.71 MB
Format: PDF, Mobi
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John Egan draws on both his industry and academic background to explain the why as well as the how of marketing communications. The book takes an industry-driven approach which provides all the theories in the context of application and from a real world perspective. It also uses accessible, straight-forward language and all content is supported by a collection of learning features. New to this edition: · New chapters on Digital Marketing and Analytics and Social Media Marketing · Strong focus on marketing communications analytics · Update of examples, case studies and references Online resources for both instructors and students complement the book. Suitable for marketing students taking a Marketing Communications module as part of their Marketing degree.
Marketing Communications
Language: en
Pages: 416
Authors: John Egan
Categories: Business & Economics
Type: BOOK - Published: 2019-12-04 - Publisher: SAGE
John Egan draws on both his industry and academic background to explain the why as well as the how of marketing communications. The book takes an industry-driven approach which provides all the theories in the context of application and from a real world perspective. It also uses accessible, straight-forward language and all content is supported by a collection of learning features. New to this edition: · New chapters on Digital Marketing and Analytics and Social Media Marketing · Strong focus on marketing communications analytics · Update of examples, case studies and references Online resources for both instructors and students complement the book. Suitable for marketing students taking a Marketing Communications module as part of their Marketing degree.
Integrated Marketing Communications
Language: en
Pages: 354
Authors: Tony Yeshin
Categories: Business & Economics
Type: BOOK - Published: 1998 - Publisher: Routledge
Integrated Marketing Communications is a new text which will answer the key questions of what marketing communications is, how it works and why it is such a vital contemporary marketing function. It is a comprehensive and authoritative overview of this complex and rapidly evolving area. The author's long experience in the industry, and as a senior academic, ensures that the book is able to show how the communications process really works and how it can best be managed in a strategically and tactically cost effective manner. Throughout the book the framework of analysis, planning, implementation and control is used to help the student organize their approach to the complex decision making in the present communications environment. This is both an essential text and an indispensible reference resource and has been rigorously developed for undergraduates and postgraduates in Marketing and Business, and for the new CIM Certificate and Diploma exams in Business Communication, Promotional Practice and Marketing Communications. Considers the important role and contribution of the tools of market research, and explores the key issues of branding, brand imagery, brand extensions and brand stretch Carefully structured to give a complete picture of all components in modern marketing communications and the changing
Leveraged Marketing Communications
Language: en
Pages: 250
Authors: Sukki Yoon, Yung Kyun Choi, Charles R. Taylor
Categories: Business & Economics
Type: BOOK - Published: 2021-05-30 - Publisher: Routledge
This comprehensive book features recent works on leveraged marketing communications (LMC)—an intentional pairing of a brand to benefit from the associations the target audience has with the object. LMC conceptually binds a wide range of marketing communication strategies previously studied in isolation: celebrity endorsements, sponsorship, product placements, cause-related marketing, and cobranding. LMC strategies assume that an entity (e.g., Michael Jordan) can be paired with a brand (e.g., Nike) to evoke associations that ultimately enhance brand awareness and evaluations. The collection of chapters in this book examines the association between brands and entities, ideas, and contexts and combines theory and practice to offer new perspectives to help academics, practitioners, and policymakers better understand and apply LMC research. The chapters collectively provide a theoretical framework for building brand equity via linking brands to people, places, and things; examine how marketers can best leverage brand alliances; explore ways to maximize the effectiveness of sponsorship, product placement, corporate social responsibility (CSR), and cause-related marketing; and summarize our knowledge of the various forms of LMC. The chapters in this book were originally published in the International Journal of Advertising.
Marketing Communications Management
Language: en
Pages: 480
Authors: Paul Copley
Categories: Business & Economics
Type: BOOK - Published: 2007-03-30 - Publisher: Routledge
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.
Marketing Communications
Language: en
Pages: 105
Authors: Gill Wood, Marketing Knowledge
Categories: Business & Economics
Type: BOOK - Published: 2005-09 - Publisher: Routledge
Designed specifically with revision in mind, the CIM Revision Cards provide concise, yet fundamental information to assist students in passing the CIM exams as easily as possible. A clear, carefully structured layout aids the learning process and ensures the key points are covered in a succinct and accessible manner. The compact, spiral bound format enables the cards to be carried around easily, the content therefore always being on hand, making them invaluable resources no matter where you are. Features such as diagrams and bulleted lists are used throughout to ensure the key points are displayed as clearly and concisely as possible. Each section begins with a list of learning outcomes and ends with hints and tips, thereby ensuring the content is broken down into manageable concepts and can be easily addressed and memorised * Written specifically for revision purposes therefore only featuring the key concepts that need to be learned * Carefully designed to enable points to be easily extracted and memorised without clouding them in additional information * Accompanies the CIM Coursebook and MarketingOnline website to provide a complete suite of products to support the CIM qualifications
Successful Marketing Communications
Language: en
Pages: 210
Authors: Cathy Ace
Categories: Business & Economics
Type: BOOK - Published: 2001 - Publisher: Routledge
'Successful Marketing Communications' is a comprehensive, introductory text that takes a very practical approach to the subject of marketing communications. The text clearly covers all of the marketing communications content from certificate to advanced level and is ideal for students who need to gain a practical insight into promotional planning and implementation. Written in plain English and with great web references throughout, the text offers truly practical insights into how to successfully find, brief and manage marketing communications service providers. The book is backed up by a companion website containing the most up-to-date resources and examples. Web site resource containing examples of campaigns and other up-to-date information to support the text Use of case studies that develop and grow through the text to illustrate current practice in marketing communications Prepares students for the increasingly higher levels of CIM examinations and at the same time allows practitioners without expertise in this area to develop their own REAL planning skills.
Marketing Communications
Language: en
Pages: 696
Authors: Paul Russell Smith, Jonathan Taylor
Categories: Business & Economics
Type: BOOK - Published: 2004 - Publisher: Kogan Page Publishers
This new edition is up-to-the minute with the latest marketing buzz, with revelations about the latest campaigns (including the disasters), great illustrations, the latest on e-marketing, and now with full supporting materials for lecturers.
CIM Coursebook Marketing Communications 07/08
Language: en
Pages: 336
Authors: Chris Fill, Graham Hughes
Categories: Business & Economics
Type: BOOK - Published: 2013-05-13 - Publisher: Routledge
BH CIM Coursebooks are crammed with a range of learning objective questions, activities, definitions and summaries to support and test your understanding of the theory. The 07/08 editions contains new case studies which help keep the student up to date with changes in Marketing Communication strategies. Carefully structured to link directly to the CIM syllabus, this Coursebook is user-friendly, interactive and relevant. Each Coursebook is accompanied by access to MARKETINGONLINE (www.marketingonline.co.uk), a unique online learning resource designed specifically for CIM students which can be accessed at any time.
Foundations of Marketing Communications
Language: en
Pages: 328
Authors: Patrick de Pelsmacker, Maggie Geuens, Joeri van den Bergh
Categories: Business & Economics
Type: BOOK - Published: 2005 - Publisher: Pearson Education
Looking at critical communication issues in a marketing context, this text covers a wide range of topics, including budgets, advertising, media planning and public relations.
Qualitative Research Methods in Public Relations and Marketing Communications
Language: en
Pages: 304
Authors: Christine Daymon, Immy Holloway
Categories: Business & Economics
Type: BOOK - Published: 2005-06-29 - Publisher: Routledge
A practical, highly accessible guide for novice researchers conducting qualitative research in public relations and marketing communications, this book guides the reader through all aspects of the research process.