Titel: Marketing Communications Management
Autor/en: Paul Copley
ROUTLEDGE CHAPMAN HALL
September 2004 - kartoniert - 456 Seiten
Marketing Communications Management: concepts and theories, cases and practice makes critical reflections on the prime issues in integrated marketing communications and is designed to encourage the reader to stop and think about key issues. The author takes a managerial approach to the subject and provides a set of frameworks that facilitate both learning and teaching. A wide range of pedagogical features is included such as sample exam questions, 'stop points', vignettes, and case studies, and a summary of key points concludes each chapter. Most organizations need some form of marketing or corporate communications and this text is designed to service both practitioners and students undertaking formal study. The author addresses strategic and critical issues that dovetail with the current interest in marketing communications as reflected in the media, with particular emphasis given to advertising and sponsorship.
Marketing communications in context - The integrated marketing communications mix and its environment; Marketing communications theory; Behaviour and relationships; Managing the communications mix; Advertising as art of persuasion, strategic thinking and managed discipline - Advertising theory, branding and practice; Creative platform and the role of semiotics; Media characteristics, planning and spend issues; Advertising management - A case of White Horse Whisky; Sales promotion and direct marketing - The nature and role of sales promotions; Direct marketing; Planning and managing promotions: A case of ASB bank New Zealand; Public and corporate relations - The nature and role of public relations; Corporate communications; Sponsorship; Planning and managing public relations: A case of Perrier and other crises; Personal communication - The nature and role of personal selling; Planning and managing personal communication - A case of Audi; Research in and evaluation of marketing communications; Interactivity in marketing communications; International issues; Glossary of terms used in marketing communications; Subject and author index.
Paul Copley is Senior Lecturer in Marketing and Programme Leader for the MA Marketing, Newcastle Business School, Northumbria University. Formerly involved in publicity, marketing services and international product management in various industry contexts, he has taught widely on the subjects of marketing, marketing research, and marketing communications. Research interests include the role of semiotics in marketing, and marketing and marketing communications in SMEs.
'First rate and comprehensive. This book has got it just right: a rich blend of academic underpinning and practical examples in a very readable style. You are encouraged to participate in the almost distance-learning approach and via the innovative and thought provoking 'stop-points'.' Martin Evans, Senior Fellow, Cardiff Business School. 'Paul Copley's Marketing Communications Management is an excellent text for exploring marketing communications in the 21st century. It skilfully balances the theory and practice of marketing communications, and, moreover, the blend of examples drawn from a variety of organizations, e.g. non-profit/profit, SME/MNC, industrial/consumer, demonstrate how marketing communications may be successfully and, in some cases, unsuccessfully applied.' Ann Torres, Lecturer in Marketing, National University of Ireland.