Praise for the first edition:
‘An excellent text for exploring marketing communications in the 21st century.’ - Ann Torres, Lecturer in Marketing, National University of Ireland, Galway
‘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.’ - Martin Evans, Senior Teaching in Marketing, Cardiff Business School, University of Cardiff
This book introduces the core components and concepts of marketing communications for those studying at both undergraduate and postgraduate levels. It covers essential topics such as advertising, direct marketing, corporate communications, public relations, product placement, sales promotion, social media, sponsorship and many more. The author provides a set of managerial frameworks that include analysis, planning and implementation to help prepare those who go on to strategically create and effectively manage marketing communications campaigns.
Every chapter includes Snapshots that help you to apply theory to engaging real-world examples. These include: BMW, Harrods, Levi’s, Lynx, Tesco, Tencent, United Colors of Benetton and Wonga. Additionally, Stop Points encourage you to pause and critically reflect upon the topic for deeper learning and higher grades. The Assignment boxes invite you to test your knowledge in the form of a task based on what you have just read to also help push yourself further.
The Companion Website includes longer case studies, video feeds and other useful web links, a larger glossary of key terms, and links to SAGE journal articles. Password-protected resources are also available to lecturers, including: Power Point slides, a tutor manual, activities for the classroom and indicative responses to the assignments and discussion questions provided in each chapter.
|Edition description:||Second Edition|
|Product dimensions:||7.90(w) x 10.50(h) x 1.10(d)|
About the Author
Paul Copley, Ph D, is Senior Lecturer in Marketing and Programme Leader for the MSc Strategic Marketing programmes in the Newcastle Business School, Northumbria University, Newcastle. He served as an adviser to small firms and held management positions in marketing in a number of large firms. He has published articles in journals such as The Marketing Review, Marketing Intelligence and Planning, Industry and Higher Education and the Journal of Travel and Tourism Marketing as well as in business magazines and conference proceedings.
Table of Contents
Chapter 1: Integrated Marketing Communications and Its EnvironmentChapter 2: Theoretical Underpinnings of Marketing CommunicationsChapter 3: Buyer Behaviour and RelationshipsChapter 4: Managing the Marketing Communications MixChapter 5: The Marketing Communications IndustryChapter 6: Ethics and Corporate Social Responsibility in Marketing CommunicationsChapter 7: Advertising and BrandingChapter 8: Message Creation and ExecutionChapter 9: Traditional Media: Characteristics and PlanningChapter 10: Digital Media: Interaction and EngagementChapter 11: Sales PromotionsChapter 12: Direct MarketingChapter 13: Public RelationsChapter 14: Corporate CommunicationsChapter 15: SponsorshipChapter 16: Personal SellingChapter 17: Marketing Research and EvaluationChapter 18: International Marketing Communications