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Marketing Communications

An advertising, promotion and branding perspective

Geraldine Bell, Babak Taheri

ISBN: 978-1-910158-94-4 hbk; 978-1-910158-95-1 pbk; 978-1-910158-96-9 eBook


About this book | Table of contents | About the authors | Sample files | Online resources | Buy now
Marketing Communications: An advertising, promotion and branding perspective acknowledges that the most important task faced by any marketing communications practitioner is to identify and select an optimum promotions mix to help achieve an organisation’s business objectives. It notes that the design and development of marketing communications campaigns takes place against a backdrop of change, choice, chance and worldwide connections. It also recognises that to achieve success, brands need to be engaging, compelling to achieve stand-out amongst competition.

Marketing Communications discusses issues such as:
  • Understanding communications by exploring the past, present and examining the future;
  • Planning, development and evaluation of marketing communication campaigns;
  • Designing a more creative approach to stand-out relative to competing brands;
  • Exploring case study exemplars to reflect and gain insight for future campaigns.

To help support their learning, readers have access to a range of online resources including chapter-by-chapter multiple choice questions which will enable them to assess how well they have grasped individual chapters. The text also features a range of supplementary readings, in text exercises and cases/examples to help bring concepts to life.

Part of the The Global Management Series; a complete portfolio of global business and management texts that successfully meets the needs of students on international undergraduate and postgraduate business and management degree courses. Each book is a clear, concise and practical and has a thorough pedagogic structure to suit a 12 week semester. The series offers a flexible 'pick and mix' choice of downloadable e-chapters, so that users can select and build learning materials tailored to their specific needs. See www.goodfellowpublishers.com/GMS for details.
Each book in the series is edited and contributed to by a team of experienced academics based in the UK, Dubai and Malaysia it provides an essential learning aid for students across a wide range of business and management courses and an invaluable teaching tool for lecturers and academics. Series Editors: Robert MacIntosh, Professor of Strategy and Kevin O’Gorman, Professor of Management, both at Heriot-Watt University, UK


Publication date: September 2017

Table of contents

Preface; Ch 1 Introducing Marketing Communications (Geraldine Bell)
Ch 2 History of Advertising (Keith Gori)
Ch 3 Marketing Discourse and Semiotics (Babak Taheri & Martin Gannon)
Ch 4 Consumer Decisions in Marketing Communications (Christopher Dodd)
Ch 5 Marketing Communications Strategy (Geraldine Bell)
Ch 6 Branding and Brand Communications (Ross Curran and Babak Taheri)
Ch 7 Integrated Marketing Communications (Kitty Shaw)
Ch 8 Creativity in Advertising and Promotion (Geraldine Bell)
Ch 9 Digital Media and Marketing Interactivity (Kathryn Waite and Rodrigo Perez-Vega)
Ch 10 International Advertising and Communications (Babak Taheri and Sean Lochrie)
Ch 11 Marketing Communications Research and Evaluation (Geraldine McKay and Graham Pogson)
Ch 12 Case Studies (Geraldine Bell, Kitty Shaw, Elaine Collinson and Kathryn Waite)
; Index

Table of contents

Preface; Ch 1 Introducing Marketing Communications (Geraldine Bell)
Ch 2 History of Advertising (Keith Gori)
Ch 3 Marketing Discourse and Semiotics (Babak Taheri & Martin Gannon)
Ch 4 Consumer Decisions in Marketing Communications (Christopher Dodd)
Ch 5 Marketing Communications Strategy (Geraldine Bell)
Ch 6 Branding and Brand Communications (Ross Curran and Babak Taheri)
Ch 7 Integrated Marketing Communications (Kitty Shaw)
Ch 8 Creativity in Advertising and Promotion (Geraldine Bell)
Ch 9 Digital Media and Marketing Interactivity (Kathryn Waite and Rodrigo Perez-Vega)
Ch 10 International Advertising and Communications (Babak Taheri and Sean Lochrie)
Ch 11 Marketing Communications Research and Evaluation (Geraldine McKay and Graham Pogson)
Ch 12 Case Studies (Geraldine Bell, Kitty Shaw, Elaine Collinson and Kathryn Waite)
; Index

About the authors

Geraldine Bell, Assistant Professor in Marketing, Heriot- Watt University, UK and Babek Taheri, Associate Professor, Heriot- Watt University, UK

Table of contents

Preface; Ch 1 Introducing Marketing Communications (Geraldine Bell)
Ch 2 History of Advertising (Keith Gori)
Ch 3 Marketing Discourse and Semiotics (Babak Taheri & Martin Gannon)
Ch 4 Consumer Decisions in Marketing Communications (Christopher Dodd)
Ch 5 Marketing Communications Strategy (Geraldine Bell)
Ch 6 Branding and Brand Communications (Ross Curran and Babak Taheri)
Ch 7 Integrated Marketing Communications (Kitty Shaw)
Ch 8 Creativity in Advertising and Promotion (Geraldine Bell)
Ch 9 Digital Media and Marketing Interactivity (Kathryn Waite and Rodrigo Perez-Vega)
Ch 10 International Advertising and Communications (Babak Taheri and Sean Lochrie)
Ch 11 Marketing Communications Research and Evaluation (Geraldine McKay and Graham Pogson)
Ch 12 Case Studies (Geraldine Bell, Kitty Shaw, Elaine Collinson and Kathryn Waite)
; Index

About the authors

Geraldine Bell, Assistant Professor in Marketing, Heriot- Watt University, UK and Babek Taheri, Associate Professor, Heriot- Watt University, UK

Sample files

Preface, copyright and contents.pdf
Chapter 1.pdf
Chapter 2.pdf
Chapter 3.pdf
Chapter 4.pdf
Chapter 5.pdf
Chapter 6.pdf
Chapter 7.pdf
Chapter 8.pdf
Chapter 9.pdf
Chapter 10.pdf
Chapter 11.pdf
Chapter 12.pdf

Table of contents

Preface; Ch 1 Introducing Marketing Communications (Geraldine Bell)
Ch 2 History of Advertising (Keith Gori)
Ch 3 Marketing Discourse and Semiotics (Babak Taheri & Martin Gannon)
Ch 4 Consumer Decisions in Marketing Communications (Christopher Dodd)
Ch 5 Marketing Communications Strategy (Geraldine Bell)
Ch 6 Branding and Brand Communications (Ross Curran and Babak Taheri)
Ch 7 Integrated Marketing Communications (Kitty Shaw)
Ch 8 Creativity in Advertising and Promotion (Geraldine Bell)
Ch 9 Digital Media and Marketing Interactivity (Kathryn Waite and Rodrigo Perez-Vega)
Ch 10 International Advertising and Communications (Babak Taheri and Sean Lochrie)
Ch 11 Marketing Communications Research and Evaluation (Geraldine McKay and Graham Pogson)
Ch 12 Case Studies (Geraldine Bell, Kitty Shaw, Elaine Collinson and Kathryn Waite)
; Index

About the authors

Geraldine Bell, Assistant Professor in Marketing, Heriot- Watt University, UK and Babek Taheri, Associate Professor, Heriot- Watt University, UK

Sample files

Preface, copyright and contents.pdf
Chapter 1.pdf
Chapter 2.pdf
Chapter 3.pdf
Chapter 4.pdf
Chapter 5.pdf
Chapter 6.pdf
Chapter 7.pdf
Chapter 8.pdf
Chapter 9.pdf
Chapter 10.pdf
Chapter 11.pdf
Chapter 12.pdf

Online resources

Solutions to Review Questions


Ch 1 Introducing Marketing Communications
Ch 2 History of Advertising
Ch 6 Branding and Brand Communications
Ch 7 Integrated Marketing Communications
Ch 8 Creativity in Advertising and Promotion
Ch 10 International Advertising and Communications

Multiple-choice Q&As


Ch 1 Introducing Marketing Communications
Ch 2 History of Advertising
Ch 3 Marketing Discourse and Semiotics
Ch 4 Consumer Decisions in Marketing Communications
Ch 5 Marketing Communications Strategy
Ch 6 Branding and Brand Communications
Ch 7 Integrated Marketing Communications
Ch 8 Creativity in Advertising and Promotion
Ch 9 Digital Media and Marketing Interactivity
Ch 10 International Advertising and Communications

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