Marketing Communications: A Brand Narrative Approach

by Micael Dahlén, Fredrik Lange, Terry D. Smith

Marketing A Brand Narrative Approach is a mainstream, student-driven text which gives prominence to the driving force of all Marketing the imperative of Branding. The book aims to engage students in an entertaining, informative way, setting the conceptual mechanics of Marketing Communications in a contemporary, dynamic context. It includes key current trends such 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 - ***

608 pages, Paperback

First published February 1, 2010

Reviews

[Seb]

Il contenuto è valido e ben strutturato, con spiegazioni approfondite e buone illustrazioni. Se si riesce a superare i difetti di stampa, il libro offre un ottimo valore educativo, con una visione completa delle comunicazioni di marketing. Per chi cerca un testo pratico e dettagliato, può essere utile.