The aim of the book is to merge the branding literature with the marketing communications literature, so that strategy and concept go hand in hand with tactics and implementation. The book also incorporates two very contemporary themes: Brand Narrative approach: Whilst being in line with current brand management developments and evident in recent changes in brand campaigns, the examination of the story arc of brand development, particularly form a student perspective makes the discussion of various brand developments much more engaging. Media neutral planning approach: Reflecting the latest thinking of multi-media, multi-message communications, the book supports the belief that all messages and media should be fully integrated but recognises the need for target audience requirements to dictate schedules. The primary objective is for the message to find the market; the secondary objective is to use the appropriate media to carry the message. Examples are sprinkled throughout the book of organisations using so-called non-traditional media to reach groups not locking into normal channels: The Labour Party and M Cadburys creating a viral marketing campaign to instil word of mouth buzz into a repositioning campaign; Mercedes Benz using video pod-casting to ensure impact and message delivery.
Book Details:
- Author: Micael Dahlen
- ISBN: 9780470319925
- Year Published: 2010
- Pages: 606
- BISAC: BUS043000, BUSINESS & ECONOMICS/Marketing / General
About the Book and Topic:
The aim of the book is to merge the branding literature with the marketing communications literature, so that strategy and concept go hand in hand with tactics and implementation. The book also incorporates two very contemporary themes: Brand Narrative approach: Whilst being in line with current brand management developments and evident in recent changes in brand campaigns, the examination of the story arc of brand development, particularly form a student perspective makes the discussion of various brand developments much more engaging. Media neutral planning approach: Reflecting the latest thinking of multi-media, multi-message communications, the book supports the belief that all messages and media should be fully integrated but recognises the need for target audience requirements to dictate schedules. The primary objective is for the message to find the market; the secondary objective is to use the appropriate media to carry the message. Examples are sprinkled throughout the book of organisations using so-called non-traditional media to reach groups not locking into normal channels: The Labour Party and M Cadburys creating a viral marketing campaign to instil word of mouth buzz into a repositioning campaign; Mercedes Benz using video pod-casting to ensure impact and message delivery.
Marketing communications are all the communications between the organization and all other parties. Part of the wider academic research area of marketing, it encompasses all the traditional forms of promotion including advertising, sales promotion, personal selling, publicity, public relations and direct marketing. But it aims to be broader than this. It includes all points of contact between the organization and other parties. (Wikipedia)
Mainstream marketing communications text with a fresh perspective (brand narrative, media neutral approach) Full colour with advert examples throughout Rich, contemporary and international examples incorporated throughout Each chapter incorporates opening and closing cases, with a full-length case study at the end of each part A full web package will be developed, including video clips of adverts
About the Author
Micael Dahlen is Associate Professor in Business Administration, Centre for Consumer Marketing, Stockholm School of Economics. Fredrik Lange is Assistant Professor, Centre for Consumer Marketing, Stockholm School of Economics. Terry Smith is Senior Lecturer in the department of Marketing, Tourism and Events Management at the University of Chester.