Marketing Communications: Objectives, Strategy, Tactics

Name: Marketing Communications: Objectives, Strategy, Tactics
Brand: Sage Publications
SKU: 9789354792564
Price: 931.0 INR
Availability: InStock

by Larry Percy , Lars Bergkvist

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ISBN13: 9789354792564
Binding: Paperback
Subject: Business Management
Publisher: Sage Publications
Publisher Imprint: Sage Texts
Publication Date: August 5, 2022
Pages: 596
Original Price: INR 1095.0
Language: English
Edition: South Asia Edition
Item Weight: 200 grams
BISAC Subject(s): N/A

About The Book

Marketing Communications is the natural successor to Rossiter and Percy's well-known textbook that was recommended by internationally renowned management institutes worldwide. This book combines marketing communications with a branding perspective to provide students with a seven-step approach that will help them create their own comprehensive marketing plan. Numerous examples are used to illustrate the theories explained in this book. The text refers to globally known brands such as Mercedes, Toyota, Gilette, and Revlon to ensure that the reader can link the contents of the book to the real world. The book seeks to reduce the academic - practitioner divide by including expertise from both areas and presenting a volume that includes the best of both worlds. The book will be an invaluable companion for students of management who wish to become well versed in marketing communication.

About The Author

John R. Rossiter, Professor of Marketing, University of Wollongong, Australia. More About Author

Larry Percy, Professor of Marketing, Copenhagen Business School, Denmark. More About Author

Lars Bergkvist, Professor of Marketing, Zayed University, Abu Dhabi, UAE. More About Author

Table of Contents

Part I: Marcoms and Branding

1. Marketing Communications and Campaign Planning
2. Branding and Brand Positioning

Part II: Marcoms Campaign Objectives

3. Campaign Target Audience Selection and Action Objectives
4. Campaign Communication Objectives

Part III: Creative Strategy

5. Key Benefit Claim and The Creative Idea
6. Brand Awareness and Brand Attitude (Grid) Tactics
7. Attention Tactics and Pretesting

Part IV: Sales Promotion Strategy

8. Manufacturer and Retailer Promotions

Part V: Media Strategy

9. Media-Type Selection and the Reach Pattern
10. Effective Frequency and Strategic Scheduling Rules

Part VI: Campaign Management

11. Setting the Campaign Budget
12. Campaign Tracking

Part VII: Other Marcoms

13. Corporate Image Advertising, Sponsorships, and PR
14. Personal Selling and Customer Database Marketing
15. Social Marketing and Ethics

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