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Marketing communications / Lynne Eagle, Stephan Dahl, Barbara Czarnecka, and Jenny Lloyd.

By: Contributor(s): Material type: TextTextPublication details: New York : Routledge, Taylor & Francis Group, 2015.Edition: First editionDescription: xiii, 427 pages ; 26 cmISBN:
  • 0415507715
  • 9780415507714
Subject(s): DDC classification:
  • 658.802 EAG
Contents:
Marketing communications as a strategic marketing tool -- Introducing communication -- Ethical issues and current challenges -- Analysing the integrated marketing communications environment -- Creativity and creativity tactics -- The IMC client/agency relationship -- And branding -- Traditional media -- Electronic, new and social media -- Emerging, hybrid media and experiential marketing -- Advertising -- Integrated campaign development : direct and database marketing, outdoor and point of purchase -- Integrated campaign development : marketing PR and sponsorship -- Integrated campaign development : personal selling and sales management, retail key account liaison, exhibitions and shows -- Evaluation and control : evidence of effectiveness and the challenge of measuring return on investment.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
3 Day Loan Thurles Library Short Loan 658.802 EAG (Browse shelf(Opens below)) 1 Available 39002100664854

Enhanced descriptions from Syndetics:

With the proliferation of digital and social media, there has never been a more dynamic time to engage with marketing communications - and never has the integration of marketing communications (marcoms) principles into a strategic marketing plan been more challenging. Even the best product in the world won't sell without the right reach to your potential customers and the right message to engage them.

This textbook applies a uniquely practical approach to the topic so that, whilst a structured overview of planning, development, implementation and evaluation of marketing communications is in place, the detailed cases made available by the Institute for Practitioners in Advertising (IPA) show how actual challenges faced by professionals in the field were addressed. This book will help you to develop the skills you need to turn theory into the right integrated communication plan, in order to succeed in an increasingly competitive environment.

Aided by a veritable wealth of pedagogical features, Marketing Communications will be essential reading for both students and professionals in marketing, communications and public relations. This textbook also benefits from a companion website which includes a comprehensive instructor's guide with PowerPoint slides, testbank questions and answer checklists.

Includes bibliographical references and index.

Marketing communications as a strategic marketing tool -- Introducing communication -- Ethical issues and current challenges -- Analysing the integrated marketing communications environment -- Creativity and creativity tactics -- The IMC client/agency relationship -- And branding -- Traditional media -- Electronic, new and social media -- Emerging, hybrid media and experiential marketing -- Advertising -- Integrated campaign development : direct and database marketing, outdoor and point of purchase -- Integrated campaign development : marketing PR and sponsorship -- Integrated campaign development : personal selling and sales management, retail key account liaison, exhibitions and shows -- Evaluation and control : evidence of effectiveness and the challenge of measuring return on investment.

Table of contents provided by Syndetics

  • 1 IMC as a Strategic Marketing Tool
  • 2 Introducing Communication Theory
  • 3 Ethical Issues and Current Challenges
  • 4 Analysing the IMC Environment
  • 5 Creative Tactics
  • 6 The IMC Client-Agency Relationship
  • 7 Branding and IMC
  • 8 Traditional Media
  • 9 Electronic, New and Social media
  • 10 Hybrid Media
  • 11 Advertising
  • 12 Sales Promotion
  • 13 Direct and Database Marketing
  • 14 Integrated Campaign Development: Marketing, PR and Sponsorship
  • 15 Integrated Campaign Development: Personal Selling and Sales Management, Retail Key Account Liaison, Exhibitions and Shows
  • 16 Return on Investment

Author notes provided by Syndetics

Lynne Eagle holds a PhD from the University of Auckland in her native New Zealand. She is currently Professor of Marketing and Associate Dean - Research for the Faculty at James Cook University in Australia.

Stephan Dahl holds a PhD in Cross-Cultural Psychology (University of Luton, UK). He is currently Senior Lecturer in Marketing at Hull University Business School, UK.

Barbara Czarnecka holds a PhD in Marketing (Middlesex University, London, UK) and currently, she is Senior Lecturer of Marketing at the University of Bedfordshire, UK.

Jenny Lloyd holds a PhD from the University of the West of England, UK where she currently holds the post of Associate Head of Department for Undergraduate Marketing.

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