Verfügbarkeit: Marketing communications

Marketing communications: a brand narrative approach

Gespeichert in:

Bibliographische Detailangaben
Hauptverfasser:	Dahlén, Micael 1973- (VerfasserIn), Lange, Fredrik (VerfasserIn), Smith, Terry 1955- (VerfasserIn)
Format:	Buch
Sprache:	English
Veröffentlicht:	Chichester Wiley 2010
Ausgabe:	1. ed., 1. publ.
Schlagworte:	Branding (Marketing) Communication in marketing Marketing Kommunikation Marktkommunikation
Online-Zugang:	Inhaltsverzeichnis
Beschreibung:	Literaturverz. S. 548 - 570
Beschreibung:	XXII, 584 S. Ill., zahlr. graph. Darst.
ISBN:	9780470319925

Internformat

MARC


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adam_text	Contents List of Cases xiii Preface xvii PART 1 INTRODUCTION TO MARKETING COMMUNICATIONS Chapter 1 Introduction to Marketing Communications 2 Chapter 2 How Marketing Communications Works 22 PART 2 ANALYSIS AND PLANNING FOR MARKETING COMMUNICATIONS Chapters Analysis of Target Audiences 50 Chapter 4 Effects and Objectives 78 Chapter 5 Strategy and Planning HO Chapter 6 Strategic Positioning 124 Chapter 7 Tactics and Techniques of Positioning 1. > % PARTS Chapter 8 Chapter 9 Chapter 10 Chapter 11 Chapter 12 Chapter 13 Chapter 14 Chapter 15 Chapter 16 Chapter 17 IMPLEMENTATION AND CONTROL OF MARKETING COMMUNICATIONS Building Brand Equity 19 Brand Нашліте and Relational Management 256 The Marketing Communications Mix 2ГЗ Advertising Strategy ŁW Advertising Creativity 5 1 8 Media Concepts and Media Planning 5ЇЗ Public Eelatkms aad Hybrid Marketing Communications 589 Sales aad Sales Promotion і 25 Beyond Traditional Marketing Communications 4-n Evaluating Marketing Communications 4ÖH Glossary 491 References 548 Index 571 Contents List of Cases xiii Preface xvii PART 1 INTRODUCTION TO MARKETING COMMUNICATIONS Chapter 1 Introduction to Marketing Communications 2 Meaning ia Communications ~ How Marketing Communications Links to Buyer Behaviour 9 Brand Narrative in Marketing Communications 13 Trans-Media and Media-Neutral Planning in Communications 16 Chapter Summary 21 Reflective Questions 2 Î Research Projects 2 Î Chapter 2 How Marketing Comrounieatłons Works 22 Branding and the Power of Marketing Communications 25 Brand Encounters 31 Brand Conversations 35 The Mechanics of the Marketing Communications Process Зћ Conventional Approaches to How Marketing Communications Works 3r» The influence of ItiteraieeMaries in the Dissemination of Information З"»1 Word of Mouth aad Peer-to-Peer Communications ■·* I Different Marketing Communications Process Perspectives -i% Approaches to How Consumers Process Markettog Communications in Making Purchase Decisions 4;î Chapter Summary -i8 Reflective Questions Ш Research Prefects 48 vii viii Contents PART 2 ANALYSIS AND PLANNING FOR MARKETING COMMUNICATIONS Chapter 3 Analysis of Target Audiences SO Marketing Communications and Buyer Behaviour 52 The Nature of Consumer Decisions 54 The Role of Marketing Communications in Consumer Decision Making Products, Consumers and Situations 71 Chapter Summary 76 Reflective Questions 77 Research Projects ~7 Chapter 4 Effects and Objectives 78 Target Audience Segmentation 8 1 Communication Effects 85 Communication Objectives 93 Chapter Summary 101 Reflective Questions 101 Research Projects 101 Chapter 5 Strategy and Planning 102 Why does Marketing Communications have to be Integrated? 10" Is it Promotional Strategy or Marketing Communications Strategy? 10" The 5Rs of Marketing Communications Planning 109 Strategic Marketing Communications 112 The Contexts of Marketing Communications 115 Planning Marketing Communications 11 5 Campaigtt Planning Framework і 19 Setting Budgets for Marketing Communications 121 Chapter Summary 123 lefteetive Questions 124 Research Prefects 1 24 Chapter 6 Strategic Positioning 12S Plarmtag for Brand Positioning 128 Braad Positioning - Strategy and Tactics і 30 Positioning from a Customer's Perspective 1 31 Positioning and Categorisation 1 55 Positioning the Product Category 1 4 і Changing Category Perceptions 1 ■* і Positíonteg in New and Emerging Markets і 45 Contents IX Positioaing in Mature Markets 145 Positioning in Different Contexts 146 Chapter Summary 154 Reflective Questions 154 Research Projects 154 Chapter 7 Tactics and Techniques of Positioning 155 The link between Positioning Strategy and Tactics 158 Communication Effects Required 160 Tactical Positioning Guidelines 160 Brand Name 164 Logotypes 169 Typefaces 172 Packaging 173 Other Tactical Elements 176 Improve the Position 188 The Cumulative Memetic Effects of Positioning 189 Chapter Summary 191 Reflective Questions 191 Research Projects 192 PART 3 IMPLEMENTATION AND CONTROL OF MARKETING COMMUNICATIONS Chapter 3 Building Brand Equity 194 Understanding what Branding is 1 9T Dimensions of Brands 1 99 Functions of Branding 20-ł Introducing Brand Equity 206 Brand Identity 213 Brand Personalty 219 Building Brands 221 Brand Architecture 22i Measuring the Value of Brand Equity 22" Chapter Summary 234 Reflective Questions 235 Research Projects 23s» Chapter 9 Brand Narrative and Relational Management 236 Evolving Brand Communications 240 Brand Meaning 241 Contents The Need for Braad Narratives 247 Relationship Marketing and RelatioBship Branding 25" Investing to Relationships with Customers 262 Building Retail Customer Relationships through Loyalty Cards 265 Brand Communities 266 Chapter Summary 271 Reflective Questions 27 1 Research Projects 272 Chapter 10 The Marketing Communications Mix 273 What is the Communications Mix? 277 Description of Communications Mix Tools 280 Chapter Summary 288 Reflective Questions 288 Research Projects 288 Chapter 11 Advertising Strategy 289 Advertising Strategy 292 Brand Positioning and Narrative Development 293 Target Audience Characteristics 293 Target Audience Relationship with the Brand and Advertising 294 Communication Objectives 298 Informaţional Content 306 Activity and Engagement 306 Strength of Argument 308 Argument Levet Means-End Chains 309 NumberofArguments 310 Appealing to Informational and Transformational Needs 310 Attitude towards the Communication 312 Requirements for Informaţional and Transfonnattoaal Advertising Appeals· ЗО Flexibility 514 Chapter Summary 517 Reflective Questions 3 ! 7 Research Projects 3 1"7 Chapter 12 Advertising Creativity 318 What is Advertising Creativity? 321 Advertising Tactics to Achieve Attention - Processing - Coiwictioo 323 Tools for Grabbing Attention 325 Contents XI Tools for Learning and Conviction 336 Chapter Summary 35 1 Reflective Questions 351 Research Projects 352 Chapter 13 Media Concepts and Media Planning 353 Trends in Media 356 Media Concepts 359 Analysing Market Situations and Conditions Responding to Competitors' Media Expenditure 360 Share of Voice 361 Asymmetric Competition 365 Media Planning Objectives 367 Media Selection Criteria 367 The Media Budget 370 Media Planning and Scheduling 3?2 Creative Media Planning 380 Integrated Marketing Communications 382 Chapter Summary 387 Reflective Questions 387 Research Projects 3B8 Chapter 14 Public Relations and Hybrid Marketing Communications 389 Targets for Public Relations 395 Tools of Public Relations 400 Strategy and Tactics of Public Relations 402 Chapter Summary 423 Reflective Questions 42-ï Research Projects 424 Chapter 15 Sales and Sales Promotion 42S The Nature of Sales and Sales Promotion +28 Sales and Sales Promotion in the Contest of the Marketing Commuoicattoiis Mix 42.8 Sales and Sales Promotional Objectives 429 Sales and Sales Promotion as Part of Strategy 430 Sales Force Selling 433 Sales Promotional Tactics -t35 Direct Marketing Promotions 440 Xli Contents Chapter Summary 443 Reflective Questions 443 Research Projects 443 Chapter 16 Beyond Traditional Marketing Communications 444 Brand Building through Marketing Communications 448 The Social Web in Context 449 The Changing Nature of Marketing Communications 451 Factors Affecting the Transformation of Marketing Communications Social Web 459 Digital Conversation Platforms 46 1 Reinventing TV Advertising 462 Chapter Summary 46^ Reflective Questions 467 Research Projects 467 453 Chapter 17 Evaluating Marketing Communications 468 Evaluating the Application of Marketing Communications in a Brand-Driven Organisation 4~2 Primary Purpose of Evaluating Marketing Communications 474 Evaluatioa and Measurement Focus 476 Methods of Evaluating Marketing Communications 4~"7 Environmental Issues ш Marketing Communications 483 Ethical Considerations 483 Regulatory Controls 487 Green and Eco-Friendiy Considerations 487 Chapter Summary 489 Reflective Questions 489 Research Rrofeets 490 Glossary 491 References 548 Index 571 List of Cases Chapter 1: Introduction to Marketing Communications Opening Case Study Stella Artois: Reassuringly Expensive Wife Beater? Closing Case Study Cadbury's: The Joy of the Gorilla and the Chocolate Factory Page з 17 Chapter 2: How Marketing Communications Works Opening Case Study Apple Macintosh: 'Hello, I'm a Mac' Closing Case Study Microsoft Windows: life Without Walls: Microsoft's Multimedia Fight Back Goes Bight to the Core of Apple's Story 23 46 Chapter 3: Analysis of Target Audiences Opening Case Study Closing Case Stody Vgg Boots: From Farm Footwear to Fashion Icon, How We Have Learned to Love the 'Uggiy* Booty Australian Tourist Board: Destinatioa Australia; Culture's up äa the Air Do^wn Under 41 75 Chapter 4: Effects and Objectives Opening Case Study Closing Case Study Keîlogg's Special K: Kettagg's on the Ball for ЅИпмоег Summer Self-Confidence and Soaring Sales Sky TV: The Sky's the limit for Top Set-Top Box 79 99 Chapter 5: Strategy and Planning Opeatag Case Study LEGO: Rebuilding the EEGO Legend Btíek by Brick Closing Case Study Zara: Fast Fashion Formula Finds Gap to the Maritet 104 122 Chapter 6: Strategic Positioning Opening Case Study British Telecom: ЮГ» tihe Best B2B 24/7 JT Braad to Beat SMI Gmalìns Mateado WS: WS are Раоиђг. Gaming for Noa-Canaets is tte Name of the Gaołe 126 151 xiv List of Cases Chapter ľ: Tactics and Techniques of Positioning Opening Case Study Mesei: îs Green the New Black? 'I care, therefore I am' 156 Closing Case Study Green & Black's: Is Green & Stack's the New Chocolate? Telling a Complete Brand Narrative 189 Chapter 8: Building Brand Equity Opening Case Study Isklar: Pure Glacier. Pure Branding 196 Closing Case Study Levi's Jeans: Focusing on the Legend gives Legs to the Levi's Brand 233 Chapter 9 : Brand Narrative and Relational Management Opening Case Study Harley-Bavidsoa: Bom to be Wild: Zen and the Art of Brand Maintenance ¿38 Closing Case Study Ben & Jerry's: AM We are Saying is Give Peace, Love and Ice Cream a Chance 2~(» Chapter 10: The Marketing Communications Mix Opening Case Study MINI Cooper: A Continuing Story or a New Little MINI Adventure? 2Г5 Closing Case Study Charity Brands: Advertising Amnesty, Branding Banmrdo's: Cause or Creativity? 28Ŕ Chapter 11: Advertising Strategy Opening Case Study Marks & Spencer. Not jast Advertising Strategy, Marks & Spencer Advertising Strategy 2Щ > Closing Case Study Red Bull: Austrian Thai Myth Creates a Global Hit with Red Bull Buzz 315 Chapter 12: Advertising Creativity Opening Case Study Skoda: 'Ha!, "Aha!' and 'An!' - Creativity in Advertistag is a Piece of Cake! 319 Closing Case Study Beinekea: Heinéken Know the Signs that Giving Yourself a Good Name Eefreshes the Parts others Cannot Reach 5 -ŕ· Chapter 13; Media Concepts and Media Planning Opening Case Stud}- Burger King: Burger Ring« Crowning Glory: A Whopper of a Viral Conversation 5 ^ Closing Case Study Barack Obama: Blactßerry and the Social Pulpit - Deconstructing Barack Obama's Use of Social Media ЗВ -ł List of Cases xv Chapter 14: Public Refations and Hybrid Marketing Communications Opening Case Study H&M: In-Store Chaos and Out-of-Store Buzz as H&M Take the Catwalk to the Sidewalk „W> Closing Case Study Beijing Olympics: One World One Dream: One Great Sponsoring Opportunity ł21 Chapter 15: Sales and Sales Promotion Opening Case Study Radiohead: Somewhere Over the Bainbows. Don't Hail to the Thief as Free Downloaders become Freeloaders 42h Closing Case Study Becks: You Can Lead a Man to Culture, but Can You Make Шш Drink? -141 Chapter 16: Beyond Traditional Marketing Communications Opening Case Study Volvo: 'life is Better lived Together'. Safety in Numbers or How Volvo Used the Net to Escape the Cage -И5 Closing Case Study SMS: The Joy of Text -It's Not Just Words That Count -«> Chapter 17: Evaluating Marketing Communications Opening Case Study Ford: Evaluating the Sight Vehicle for Ford's Success -i69 Closing Case Study Australian White Ribbon Campaign: The Ethics of ffltting the Wrong Targets with Pro-Social Advertising <8~
adam_txt	Contents List of Cases xiii Preface xvii PART 1 INTRODUCTION TO MARKETING COMMUNICATIONS Chapter 1 Introduction to Marketing Communications 2 Chapter 2 How Marketing Communications Works 22 PART 2 ANALYSIS AND PLANNING FOR MARKETING COMMUNICATIONS Chapters Analysis of Target Audiences 50 Chapter 4 Effects and Objectives 78 Chapter 5 Strategy and Planning HO Chapter 6 Strategic Positioning 124 Chapter 7 Tactics and Techniques of Positioning 1. > % PARTS Chapter 8 Chapter 9 Chapter 10 Chapter 11 Chapter 12 Chapter 13 Chapter 14 Chapter 15 Chapter 16 Chapter 17 IMPLEMENTATION AND CONTROL OF MARKETING COMMUNICATIONS Building Brand Equity 19 Brand Нашліте and Relational Management 256 The Marketing Communications Mix 2ГЗ Advertising Strategy ŁW Advertising Creativity 5 1 8 Media Concepts and Media Planning 5ЇЗ Public Eelatkms aad Hybrid Marketing Communications 589 Sales aad Sales Promotion і 25 Beyond Traditional Marketing Communications 4-n Evaluating Marketing Communications 4ÖH Glossary 491 References 548 Index 571 Contents List of Cases xiii Preface xvii PART 1 INTRODUCTION TO MARKETING COMMUNICATIONS Chapter 1 Introduction to Marketing Communications 2 Meaning ia Communications ~ How Marketing Communications Links to Buyer Behaviour 9 Brand Narrative in Marketing Communications 13 Trans-Media and Media-Neutral Planning in Communications 16 Chapter Summary 21 Reflective Questions 2 Î Research Projects 2 Î Chapter 2 How Marketing Comrounieatłons Works 22 Branding and the Power of Marketing Communications 25 Brand Encounters 31 Brand Conversations 35 The Mechanics of the Marketing Communications Process Зћ Conventional Approaches to How Marketing Communications Works 3r» The influence of ItiteraieeMaries in the Dissemination of Information З"»1 Word of Mouth aad Peer-to-Peer Communications ■·* I Different Marketing Communications Process Perspectives -i% Approaches to How Consumers Process Markettog Communications in Making Purchase Decisions 4;î Chapter Summary -i8 Reflective Questions Ш Research Prefects 48 vii viii Contents PART 2 ANALYSIS AND PLANNING FOR MARKETING COMMUNICATIONS Chapter 3 Analysis of Target Audiences SO Marketing Communications and Buyer Behaviour 52 The Nature of Consumer Decisions 54 The Role of Marketing Communications in Consumer Decision Making Products, Consumers and Situations 71 Chapter Summary 76 Reflective Questions 77 Research Projects ~7 Chapter 4 Effects and Objectives 78 Target Audience Segmentation 8 1 Communication Effects 85 Communication Objectives 93 Chapter Summary 101 Reflective Questions 101 Research Projects 101 Chapter 5 Strategy and Planning 102 Why does Marketing Communications have to be Integrated? 10" Is it Promotional Strategy or Marketing Communications Strategy? 10" The 5Rs of Marketing Communications Planning 109 Strategic Marketing Communications 112 The Contexts of Marketing Communications 115 Planning Marketing Communications 11 5 Campaigtt Planning Framework і 19 Setting Budgets for Marketing Communications 121 Chapter Summary 123 lefteetive Questions 124 Research Prefects 1 24 Chapter 6 Strategic Positioning 12S Plarmtag for Brand Positioning 128 Braad Positioning - Strategy and Tactics і 30 Positioning from a Customer's Perspective 1 31 Positioning and Categorisation 1 55 Positioning the Product Category 1 4 і Changing Category Perceptions 1 ■* і Positíonteg in New and Emerging Markets і 45 Contents IX Positioaing in Mature Markets 145 Positioning in Different Contexts 146 Chapter Summary 154 Reflective Questions 154 Research Projects 154 Chapter 7 Tactics and Techniques of Positioning 155 The link between Positioning Strategy and Tactics 158 Communication Effects Required 160 Tactical Positioning Guidelines 160 Brand Name 164 Logotypes 169 Typefaces 172 Packaging 173 Other Tactical Elements 176 Improve the Position 188 The Cumulative Memetic Effects of Positioning 189 Chapter Summary 191 Reflective Questions 191 Research Projects 192 PART 3 IMPLEMENTATION AND CONTROL OF MARKETING COMMUNICATIONS Chapter 3 Building Brand Equity 194 Understanding what Branding is 1 9T Dimensions of Brands 1 99 Functions of Branding 20-ł Introducing Brand Equity 206 Brand Identity 213 Brand Personalty 219 Building Brands 221 Brand Architecture 22i Measuring the Value of Brand Equity 22" Chapter Summary 234 Reflective Questions 235 Research Projects 23s» Chapter 9 Brand Narrative and Relational Management 236 Evolving Brand Communications 240 Brand Meaning 241 Contents The Need for Braad Narratives 247 Relationship Marketing and RelatioBship Branding 25" Investing to Relationships with Customers 262 Building Retail Customer Relationships through Loyalty Cards 265 Brand Communities 266 Chapter Summary 271 Reflective Questions 27 1 Research Projects 272 Chapter 10 The Marketing Communications Mix 273 What is the Communications Mix? 277 Description of Communications Mix Tools 280 Chapter Summary 288 Reflective Questions 288 Research Projects 288 Chapter 11 Advertising Strategy 289 Advertising Strategy 292 Brand Positioning and Narrative Development 293 Target Audience Characteristics 293 Target Audience Relationship with the Brand and Advertising 294 Communication Objectives 298 Informaţional Content 306 Activity and Engagement 306 Strength of Argument 308 Argument Levet Means-End Chains 309 NumberofArguments 310 Appealing to Informational and Transformational Needs 310 Attitude towards the Communication 312 Requirements for Informaţional and Transfonnattoaal Advertising Appeals· ЗО Flexibility 514 Chapter Summary 517 Reflective Questions 3 ! 7 Research Projects 3 1"7 Chapter 12 Advertising Creativity 318 What is Advertising Creativity? 321 Advertising Tactics to Achieve Attention - Processing - Coiwictioo 323 Tools for Grabbing Attention 325 Contents XI Tools for Learning and Conviction 336 Chapter Summary 35 1 Reflective Questions 351 Research Projects 352 Chapter 13 Media Concepts and Media Planning 353 Trends in Media 356 Media Concepts 359 Analysing Market Situations and Conditions Responding to Competitors' Media Expenditure 360 Share of Voice 361 Asymmetric Competition 365 Media Planning Objectives 367 Media Selection Criteria 367 The Media Budget 370 Media Planning and Scheduling 3?2 Creative Media Planning 380 Integrated Marketing Communications 382 Chapter Summary 387 Reflective Questions 387 Research Projects 3B8 Chapter 14 Public Relations and Hybrid Marketing Communications 389 Targets for Public Relations 395 Tools of Public Relations 400 Strategy and Tactics of Public Relations 402 Chapter Summary 423 Reflective Questions 42-ï Research Projects 424 Chapter 15 Sales and Sales Promotion 42S The Nature of Sales and Sales Promotion +28 Sales and Sales Promotion in the Contest of the Marketing Commuoicattoiis Mix 42.8 Sales and Sales Promotional Objectives 429 Sales and Sales Promotion as Part of Strategy 430 Sales Force Selling 433 Sales Promotional Tactics -t35 Direct Marketing Promotions 440 Xli Contents Chapter Summary 443 Reflective Questions 443 Research Projects 443 Chapter 16 Beyond Traditional Marketing Communications 444 Brand Building through Marketing Communications 448 The Social Web in Context 449 The Changing Nature of Marketing Communications 451 Factors Affecting the Transformation of Marketing Communications Social Web 459 Digital Conversation Platforms 46 1 Reinventing TV Advertising 462 Chapter Summary 46^ Reflective Questions 467 Research Projects 467 453 Chapter 17 Evaluating Marketing Communications 468 Evaluating the Application of Marketing Communications in a Brand-Driven Organisation 4~2 Primary Purpose of Evaluating Marketing Communications 474 Evaluatioa and Measurement Focus 476 Methods of Evaluating Marketing Communications 4~"7 Environmental Issues ш Marketing Communications 483 Ethical Considerations 483 Regulatory Controls 487 Green and Eco-Friendiy Considerations 487 Chapter Summary 489 Reflective Questions 489 Research Rrofeets 490 Glossary 491 References 548 Index 571 List of Cases Chapter 1: Introduction to Marketing Communications Opening Case Study Stella Artois: Reassuringly Expensive Wife Beater? Closing Case Study Cadbury's: The Joy of the Gorilla and the Chocolate Factory Page з 17 Chapter 2: How Marketing Communications Works Opening Case Study Apple Macintosh: 'Hello, I'm a Mac' Closing Case Study Microsoft Windows: life Without Walls: Microsoft's Multimedia Fight Back Goes Bight to the Core of Apple's Story 23 46 Chapter 3: Analysis of Target Audiences Opening Case Study Closing Case Stody Vgg Boots: From Farm Footwear to Fashion Icon, How We Have Learned to Love the 'Uggiy* Booty Australian Tourist Board: Destinatioa Australia; Culture's up äa the Air Do^wn Under 41 75 Chapter 4: Effects and Objectives Opening Case Study Closing Case Study Keîlogg's Special K: Kettagg's on the Ball for ЅИпмоег Summer Self-Confidence and Soaring Sales Sky TV: The Sky's the limit for Top Set-Top Box 79 99 Chapter 5: Strategy and Planning Opeatag Case Study LEGO: Rebuilding the EEGO Legend Btíek by Brick Closing Case Study Zara: Fast Fashion Formula Finds Gap to the Maritet 104 122 Chapter 6: Strategic Positioning Opening Case Study British Telecom: ЮГ» tihe Best B2B 24/7 JT Braad to Beat SMI Gmalìns Mateado WS: WS are Раоиђг. Gaming for Noa-Canaets is tte Name of the Gaołe 126 151 xiv List of Cases Chapter ľ: Tactics and Techniques of Positioning Opening Case Study Mesei: îs Green the New Black? 'I care, therefore I am' 156 Closing Case Study Green & Black's: Is Green & Stack's the New Chocolate? Telling a Complete Brand Narrative 189 Chapter 8: Building Brand Equity Opening Case Study Isklar: Pure Glacier. Pure Branding 196 Closing Case Study Levi's Jeans: Focusing on the Legend gives Legs to the Levi's Brand 233 Chapter 9 : Brand Narrative and Relational Management Opening Case Study Harley-Bavidsoa: Bom to be Wild: Zen and the Art of Brand Maintenance ¿38 Closing Case Study Ben & Jerry's: AM We are Saying is Give Peace, Love and Ice Cream a Chance 2~(» Chapter 10: The Marketing Communications Mix Opening Case Study MINI Cooper: A Continuing Story or a New Little MINI Adventure? 2Г5 Closing Case Study Charity Brands: Advertising Amnesty, Branding Banmrdo's: Cause or Creativity? 28Ŕ Chapter 11: Advertising Strategy Opening Case Study Marks & Spencer. Not jast Advertising Strategy, Marks & Spencer Advertising Strategy 2Щ > Closing Case Study Red Bull: Austrian Thai Myth Creates a Global Hit with Red Bull Buzz 315 Chapter 12: Advertising Creativity Opening Case Study Skoda: 'Ha!, "Aha!' and 'An!' - Creativity in Advertistag is a Piece of Cake! 319 Closing Case Study Beinekea: Heinéken Know the Signs that Giving Yourself a Good Name Eefreshes the Parts others Cannot Reach 5 -ŕ· Chapter 13; Media Concepts and Media Planning Opening Case Stud}- Burger King: Burger Ring« Crowning Glory: A Whopper of a Viral Conversation 5 ^ Closing Case Study Barack Obama: Blactßerry and the Social Pulpit - Deconstructing Barack Obama's Use of Social Media ЗВ -ł List of Cases xv Chapter 14: Public Refations and Hybrid Marketing Communications Opening Case Study H&M: In-Store Chaos and Out-of-Store Buzz as H&M Take the Catwalk to the Sidewalk „W> Closing Case Study Beijing Olympics: One World One Dream: One Great Sponsoring Opportunity ł21 Chapter 15: Sales and Sales Promotion Opening Case Study Radiohead: Somewhere Over the Bainbows. Don't Hail to the Thief as Free Downloaders become Freeloaders 42h Closing Case Study Becks: You Can Lead a Man to Culture, but Can You Make Шш Drink? -141 Chapter 16: Beyond Traditional Marketing Communications Opening Case Study Volvo: 'life is Better lived Together'. Safety in Numbers or How Volvo Used the Net to Escape the Cage -И5 Closing Case Study SMS: The Joy of Text -It's Not Just Words That Count -«> Chapter 17: Evaluating Marketing Communications Opening Case Study Ford: Evaluating the Sight Vehicle for Ford's Success -i69 Closing Case Study Australian White Ribbon Campaign: The Ethics of ffltting the Wrong Targets with Pro-Social Advertising <8~
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id	DE-604.BV023011693
illustrated	Illustrated
index_date	2024-07-02T19:09:40Z
indexdate	2024-07-20T06:37:39Z
institution	BVB
isbn	9780470319925
language	English
oai_aleph_id	oai:aleph.bib-bvb.de:BVB01-016215906
oclc_num	234440839
open_access_boolean
owner	DE-473 DE-BY-UBG DE-703 DE-1049 DE-B170 DE-384 DE-355 DE-BY-UBR DE-573 DE-521
owner_facet	DE-473 DE-BY-UBG DE-703 DE-1049 DE-B170 DE-384 DE-355 DE-BY-UBR DE-573 DE-521
physical	XXII, 584 S. Ill., zahlr. graph. Darst.
publishDate	2010
publishDateSearch	2010
publishDateSort	2010
publisher	Wiley
record_format	marc
spelling	Dahlén, Micael 1973- Verfasser (DE-588)142961329 aut Marketing communications a brand narrative approach Micael Dahlén ; Fredrik Lange ; Terry Smith 1. ed., 1. publ. Chichester Wiley 2010 XXII, 584 S. Ill., zahlr. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Literaturverz. S. 548 - 570 Branding (Marketing) Communication in marketing Marketing (DE-588)4037589-4 gnd rswk-swf Kommunikation (DE-588)4031883-7 gnd rswk-swf Marktkommunikation (DE-588)4131075-5 gnd rswk-swf Marktkommunikation (DE-588)4131075-5 s DE-604 Marketing (DE-588)4037589-4 s Kommunikation (DE-588)4031883-7 s Lange, Fredrik Verfasser aut Smith, Terry 1955- Verfasser (DE-588)142961450 aut Digitalisierung UB Bamberg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016215906&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis
spellingShingle	Dahlén, Micael 1973- Lange, Fredrik Smith, Terry 1955- Marketing communications a brand narrative approach Branding (Marketing) Communication in marketing Marketing (DE-588)4037589-4 gnd Kommunikation (DE-588)4031883-7 gnd Marktkommunikation (DE-588)4131075-5 gnd
subject_GND	(DE-588)4037589-4 (DE-588)4031883-7 (DE-588)4131075-5
title	Marketing communications a brand narrative approach
title_auth	Marketing communications a brand narrative approach
title_exact_search	Marketing communications a brand narrative approach
title_exact_search_txtP	Marketing communications a brand narrative approach
title_full	Marketing communications a brand narrative approach Micael Dahlén ; Fredrik Lange ; Terry Smith
title_fullStr	Marketing communications a brand narrative approach Micael Dahlén ; Fredrik Lange ; Terry Smith
title_full_unstemmed	Marketing communications a brand narrative approach Micael Dahlén ; Fredrik Lange ; Terry Smith
title_short	Marketing communications
title_sort	marketing communications a brand narrative approach
title_sub	a brand narrative approach
topic	Branding (Marketing) Communication in marketing Marketing (DE-588)4037589-4 gnd Kommunikation (DE-588)4031883-7 gnd Marktkommunikation (DE-588)4131075-5 gnd
topic_facet	Branding (Marketing) Communication in marketing Marketing Kommunikation Marktkommunikation
url	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016215906&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
work_keys_str_mv	AT dahlenmicael marketingcommunicationsabrandnarrativeapproach AT langefredrik marketingcommunicationsabrandnarrativeapproach AT smithterry marketingcommunicationsabrandnarrativeapproach

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