Marketing Communications 2nd edition
An advertising, promotion and brand perspective
Babak Taheri, Hamid Shaker
ISBN: Hardback: 9781915097774 Paperback: 9781915097781 eBook: 9781915097989
DOI: 10.23912/9781915097774-5790
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Fully revised and updated, Marketing Communications 2nd edition 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.
It 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 the text also features a range of supplementary readings, in text exercises and cases/examples to help bring concepts to life.
About the Editors:
Babak Taheri, Full Professor, Department of Hospitality, Hotel Management & Tourism, Texas A&M University, USA
Hamid Shaker, Senior Lecturer at Nottingham Business School, Nottingham Trent University, UK
It 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 the text also features a range of supplementary readings, in text exercises and cases/examples to help bring concepts to life.
About the Editors:
Babak Taheri, Full Professor, Department of Hospitality, Hotel Management & Tourism, Texas A&M University, USA
Hamid Shaker, Senior Lecturer at Nottingham Business School, Nottingham Trent University, UK
Table of contents
Preface; Ch 1 Introducing Marketing Communications (Babak Taheri and Hamid Shaker); 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 (Babak Taheri and Hamid Shaker); 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 (Hamid Shaker); 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 (Babak Taheri and Hamid Shaker); Ch 12 Case Studies (Kitty Shaw, Elaine Collinson and Kathryn Waite); IndexTable of contents
Preface; Ch 1 Introducing Marketing Communications (Babak Taheri and Hamid Shaker); 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 (Babak Taheri and Hamid Shaker); 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 (Hamid Shaker); 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 (Babak Taheri and Hamid Shaker); Ch 12 Case Studies (Kitty Shaw, Elaine Collinson and Kathryn Waite); IndexAbout the authors
Babak Taheri, Full Professor, Department of Hospitality, Hotel Management & Tourism, Texas A&M University, USAHamid Shaker, Senior Lecturer at Nottingham Business School, Nottingham Trent University, UK