Marketing Communications: A Brand Narrative Approach

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9780470319925: Marketing Communications: A Brand Narrative Approach

Book by Dahlen Micael Lange Fredrik Smith Terry

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Marketing Communications: A Brand Narrative Approach is a mainstream, student-driven text which gives prominence to the driving force of all Marketing Communications: 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 as: Brand narrative approach - Cases such as Dove, Harley-Davidson, Nike and World of War Craft feature real-life, salient examples which are engaging for students and reflect the growth of co-authored brand 'stories' to help build and maintain brands by customer engagement through meaningful dialogues. Media neutral/multi-media approach - This text has a sound exploration of online and offline synergy combining one-message delivery and multi-media exposures, through examples of companies and political campaigns using 'non-traditional' media to reach groups not locking into 'normal channels'. 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.

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Micael Dahlen
Editorial: John Wiley and#38; Sons (2009)
ISBN 10: 0470319925 ISBN 13: 9780470319925
Nuevos Cantidad: > 20
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Descripción John Wiley and#38; Sons, 2009. PAP. Estado de conservación: New. New Book. Shipped from UK in 4 to 14 days. Established seller since 2000. Nº de ref. de la librería FW-9780470319925

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Micael Dahlen, Fredrik Lange, Terry D. Smith
Editorial: John Wiley and Sons Ltd, United Kingdom (2010)
ISBN 10: 0470319925 ISBN 13: 9780470319925
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Descripción John Wiley and Sons Ltd, United Kingdom, 2010. Paperback. Estado de conservación: New. 1. Auflage. 246 x 190 mm. Language: English . Brand New Book. Marketing Communications: A Brand Narrative Approach is a mainstream, student-driven text which gives prominence to the driving force of all Marketing Communications: 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 as: Brand narrative approach - Cases such as Dove, Harley-Davidson, Nike and World of War Craft feature real-life, salient examples which are engaging for students and reflect the growth of co-authored brand stories to help build and maintain brands by customer engagement through meaningful dialogues. Media neutral/multi-media approach - This text has a sound exploration of online and offline synergy combining one-message delivery and multi-media exposures, through examples of companies and political campaigns using non-traditional media to reach groups not locking into normal channels . 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. Nº de ref. de la librería AAH9780470319925

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Micael Dahlen, Fredrik Lange, Terry D. Smith
Editorial: John Wiley and Sons Ltd, United Kingdom (2010)
ISBN 10: 0470319925 ISBN 13: 9780470319925
Nuevos Paperback Primera edición Cantidad: 10
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Descripción John Wiley and Sons Ltd, United Kingdom, 2010. Paperback. Estado de conservación: New. 1. Auflage. 246 x 190 mm. Language: English . Brand New Book. Marketing Communications: A Brand Narrative Approach is a mainstream, student-driven text which gives prominence to the driving force of all Marketing Communications: 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 as: Brand narrative approach - Cases such as Dove, Harley-Davidson, Nike and World of War Craft feature real-life, salient examples which are engaging for students and reflect the growth of co-authored brand stories to help build and maintain brands by customer engagement through meaningful dialogues. Media neutral/multi-media approach - This text has a sound exploration of online and offline synergy combining one-message delivery and multi-media exposures, through examples of companies and political campaigns using non-traditional media to reach groups not locking into normal channels . 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. Nº de ref. de la librería AAH9780470319925

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Micael Dahlen, Fredrik Lange, Terry Smith
Editorial: Wiley 2009-12-04, Chichester (2009)
ISBN 10: 0470319925 ISBN 13: 9780470319925
Nuevos paperback Cantidad: 10
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Descripción Wiley 2009-12-04, Chichester, 2009. paperback. Estado de conservación: New. Nº de ref. de la librería 9780470319925

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Dahlen
ISBN 10: 0470319925 ISBN 13: 9780470319925
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Descripción Estado de conservación: New. Bookseller Inventory # ST0470319925. Nº de ref. de la librería ST0470319925

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Micael Dahlen, Fredrik Lange, Terry D. Smith
Editorial: John Wiley and Sons Ltd
ISBN 10: 0470319925 ISBN 13: 9780470319925
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Descripción John Wiley and Sons Ltd. Paperback. Estado de conservación: new. BRAND NEW, Marketing Communications: A Brand Narrative Approach, Micael Dahlen, Fredrik Lange, Terry D. Smith, Marketing Communications: A Brand Narrative Approach is a mainstream, student-driven text which gives prominence to the driving force of all Marketing Communications: 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 as: Brand narrative approach - Cases such as Dove, Harley-Davidson, Nike and World of War Craft feature real-life, salient examples which are engaging for students and reflect the growth of co-authored brand 'stories' to help build and maintain brands by customer engagement through meaningful dialogues. Media neutral/multi-media approach - This text has a sound exploration of online and offline synergy combining one-message delivery and multi-media exposures, through examples of companies and political campaigns using 'non-traditional' media to reach groups not locking into 'normal channels'. 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. Nº de ref. de la librería B9780470319925

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Dahlen, Micael; Lange, Fredrik; Smith, Terry D.
Editorial: John Wiley and Sons Ltd (2009)
ISBN 10: 0470319925 ISBN 13: 9780470319925
Nuevos Tapa blanda Primera edición Cantidad: 2
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Valoración
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Descripción John Wiley and Sons Ltd, 2009. Estado de conservación: New. 2009. 1st Edition. Paperback. Marketing communications has two levels: a strategic, conceptual level, and a tactical, implementation level. In Marketing Communications , authors Micael Dahlen and Fredrik Lange argue that one cannot function without the other. Strategy and concept must be implemented, and successful implementation depends on sound strategy and concept. Num Pages: 606 pages, Illustrations. BIC Classification: KJS. Category: (P) Professional & Vocational. Dimension: 246 x 190 x 27. Weight in Grams: 1162. . . . . . . Nº de ref. de la librería V9780470319925

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Dahlen
ISBN 10: 0470319925 ISBN 13: 9780470319925
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Descripción Estado de conservación: New. Depending on your location, this item may ship from the US or UK. Nº de ref. de la librería 97804703199250000000

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Micael Dahlen, Fredrik Lange, Terry D. Smith,
ISBN 10: 0470319925 ISBN 13: 9780470319925
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Descripción Paperback. Estado de conservación: New. Not Signed; Marketing Communications: A Brand Narrative Approach is a mainstream, student-driven text which gives prominence to the driving force of all Marketing Communications: the imperative of Branding. The book aims to engage students in an entertaining, informative way, setting the conceptual mechanics o. book. Nº de ref. de la librería ria9780470319925_rkm

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Dahlen, Micael; Lange, Fredrik; Smith, Terry D.
Editorial: John Wiley and Sons Ltd
ISBN 10: 0470319925 ISBN 13: 9780470319925
Nuevos Tapa blanda Cantidad: 2
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Kennys Bookstore
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Descripción John Wiley and Sons Ltd. Estado de conservación: New. 2009. 1st Edition. Paperback. Marketing communications has two levels: a strategic, conceptual level, and a tactical, implementation level. In Marketing Communications , authors Micael Dahlen and Fredrik Lange argue that one cannot function without the other. Strategy and concept must be implemented, and successful implementation depends on sound strategy and concept. Num Pages: 606 pages, Illustrations. BIC Classification: KJS. Category: (P) Professional & Vocational. Dimension: 246 x 190 x 27. Weight in Grams: 1162. . . . . . Books ship from the US and Ireland. Nº de ref. de la librería V9780470319925

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