Marketing Communications: Objectives, Strategy, Tactics - Softcover

John R Rossiter Et Al

Softcover

ISBN 10: 1526438658 ISBN 13: 9781526438652

Verlag: SAGE Publications Ltd, 2018

Inhaltsangabe

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.

Über diesen Titel

Über die Autorinnen und Autoren

John R. Rossiter, Professor of Marketing, University of Wollongong, Australia.

Larry Percy, Professor of Marketing, Copenhagen Business School, Denmark.

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

Von der hinteren Coverseite

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

Details zur Ausgabe

• Verlag: SAGE Publications Ltd
• Erscheinungsdatum: 2018
• Sprache: Englisch
• ISBN 10: 1526438658
• ISBN 13: 9781526438652
• Einband: Taschenbuch
• Auflage: 1
• Anzahl der Seiten: 680
• Kontakt zum Hersteller: Sage Publications; https://knockknockstuff.com/; ; 22 Liuleburgaz Str., floor 4, app. 9; Plovdiv; 4000; Bulgarien