Marketing Communications Management: Analysis, Planning, Implementation [2nd ed.]

Copley, Paul (2014) Marketing Communications Management: Analysis, Planning, Implementation [2nd ed.]. SAGE Publications, London. ISBN 9780857027870

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Official URL: http://www.uk.sagepub.com/books/Book235817?siteId=...

Abstract

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.

Item Type: Book
Additional Information: There is a companion website to this book with links to student, lecturing and seminar resources: https://study.sagepub.com/copley
Subjects: N500 Marketing
Department: Faculties > Business and Law > Newcastle Business School > Business and Management
Related URLs:
Depositing User: Ellen Cole
Date Deposited: 27 Mar 2013 16:08
Last Modified: 22 Dec 2015 14:41
URI: http://nrl.northumbria.ac.uk/id/eprint/11735

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