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Marketing Communications: Objectives, Strategy, Tactics by John

Marketing Communications: Objectives, Strategy, Tactics

by John
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Book cover type: Hardcover
  • ISBN13: 9781526438645
  • Binding: Hardcover
  • Subject: N/A
  • Publisher: SAGE Publications Ltd
  • Publisher Imprint: SAGE Publications Ltd
  • Publication Date:
  • Pages: 584
  • Original Price: GBP 204.0
  • Language: English
  • Edition: N/A
  • Item Weight: 1356 grams
  • BISAC Subject(s): Marketing / General

Uniting industry experience with academic expertise, the authors combine marketing communications and advertising with the branding perspective, providing students with a practical planning system and a seven-step approach to creating a comprehensive marketing plan.

The new SAGE Marketing Communications textbook is a contemporary evolution of the well-known Rossiter and Percy Advertising and Promotion Management textbook, which at its peak was adopted by six of the top 10 U.S. business schools - Stanford, Wharton, Columbia, Berkeley, UCLA, and Northwestern - as well as by the London Business School, Oxford's Said Business School, and by most of the top business schools in Europe such as Erasmus University Rotterdam, INSEAD, and the Stockholm School of Economics.

Key features include:

  • An author analytical approach with checklist frameworks in chapters, providing students with a systematic guide to doing marketing communications.
  • A managerial perspective, helping students to become a marketing manager and study as though they are in the role.
  • Coverage of key new marketing communications topics such as branding and social media.

In each of the end-of-chapter questions there are mini-cases that involve real brands, and the numerous examples throughout the text refer to globally known brands such as Gillette, Mercedes, Revlon, and Toyota.

The book is supported by online instructor resources, including PowerPoint slides and teaching outlines for each chapter, multiple choice exam questions and answers, team project templates, true and false quizzes and answers, and an instructor manual.

Suitable for Marketing Communications and Advertising & Promotion modules at UG and PG levels.

John Rossiter, with nine previous books and more than 90 refereed journal articles to his name, was recently awarded the inaugural Fleming Hansen prize for his lifetime contributions to advertising research.

Larry Percy, who for most of his career was the advertising research director at several major U.S. advertising agencies, is now teaching in Europe and was made a member of the Copenhagen Business School faculty, with an honorary doctorate awarded to him several years ago.

Lars Bergkvist, who obtained his PhD under John Rossiter's supervision at the Stockholm School of Economics, has taught widely throughout Asia and is an associate editor of the International Journal of Advertising and is a frequent presenter at international conferences.

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