{"product_id":"marketing-communications-a-brand-narrative-approach-9780470319925","title":"Marketing Communications: A Brand Narrative Approach","description":"\u003cp\u003e • Author(s): Micael Dahlen\u003cbr\u003e • Publisher: Wiley\u003cbr\u003e • Publisher Imprint: Wiley\u003cbr\u003e • BISAC: Marketing - General\u003c\/p\u003e\u003cp\u003e\u003ci\u003eMarketing Communications: A Brand Narrative Approach\u003c\/i\u003e 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:  \u003c\/p\u003e\u003col\u003e *\u003cb\u003eBrand narrative approach\u003c\/b\u003e - Cases such as \u003ci\u003eDove, Harley-Davidson, Nike and World of War Craft\u003c\/i\u003e 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.\u003cbr\u003e  *\u003cb\u003eMedia neutral\/multi-media approach\u003c\/b\u003e   - 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’. \u003c\/ol\u003e \u003cp\u003eThis 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.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e***COMPANION WEBSITE -\u003c\/b\u003e \u003ca href=\"http:\/\/www.marketing-comms.com\/\"\u003e\u003cb\u003ewww.marketing-comms.com\u003c\/b\u003e\u003c\/a\u003e \u003cb\u003e***\u003c\/b\u003e\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Paperback","offer_id":45201409507479,"sku":"9780470319925","price":6855.0,"currency_code":"INR","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0666\/3471\/1191\/files\/9780470319925.webp?v=1767667908","url":"https:\/\/atlanticbooks.com\/products\/marketing-communications-a-brand-narrative-approach-9780470319925","provider":"Atlantic Books","version":"1.0","type":"link"}