Routledge – 2014 – 512 pages
With the proliferation of digital and social media, there has never been a more dynamic time to engage with Marketing Communications - and never has the integration of MarComms principles into a strategic marketing plan been more challenging. Even the best product in the world won’t sell without the right reach to your potential customers and the right message to engage them.
This textbook applies a uniquely practical approach to the topic so that, whilst a structured overview of planning, development, implementation and evaluation of marketing communications is in place, the detailed cases made available by the Institute for Practitioners in Advertising (IPA) show how actual challenges faced by professionals in the field were addressed. This book will help you to develop the skills you need to turn theory into the right integrated communication plan, in order to succeed in an increasingly competitive environment.
Aided by a veritable wealth of pedagogical features, Marketing Communications will be essential reading for both students and professionals in marketing, communications and public relations. This textbook also benefits from a companion website which includes; a comprehensive instructor’s guide, PowerPoint slides to accompany every chapter, additional case studies and videos.
1. IMC as a Strategic Marketing Tool 2. Introducing Communication Theory 3. Ethical Issues and Current Challenges 4. Analysing the IMC Environment 5. Creative Tactics 6. The IMC Client-Agency Relationship 7. Branding and IMC 8. Traditional Media 9. Electronic, New and Social media 10. Hybrid Media 11. Advertising 12. Sales Promotion 13. Direct and Database Marketing 14. Integrated Campaign Development: Marketing, PR and Sponsorship 15. Integrated Campaign Development: Personal Selling and Sales Management, Retail Key Account Liaison, Exhibitions and Shows 16. Return on Investment
Lynne Eagle is Professor of Marketing at Bristol Business School, UWE, UK. She is co-editor of A Reader in Marketing Communications (2005), also by Routledge and is the co-author of Social Marketing, a forthcoming title from Prentice Hall
Stephan Dahl is Lecturer in Marketing at Hull University, UK
Barbara Czarnecka is Lecturer in Marketing at the University of Bedfordshire, UK
Jenny Lloyd is Senior Lecturer in Marketing at Bristol Business School, UWE, UK. She is also the Programme Manager for the Marketing Communications course