Marketing Communications Management
eBook - ePub

Marketing Communications Management

Analysis, Planning, Implementation

Paul Copley

  1. 480 pages
  2. English
  3. ePUB (mobile friendly)
  4. Available on iOS & Android
eBook - ePub

Marketing Communications Management

Analysis, Planning, Implementation

Paul Copley

Book details
Table of contents
Citations

About This Book

Praise for the first edition:

'An excellent text for exploring marketing communications in the 21st century.' - Ann Torres, Lecturer in Marketing, National University of Ireland, Galway

'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.' - Martin Evans, Senior Teaching in Marketing, Cardiff Business School, University of Cardiff


Thisbook introducesthe core components and concepts of marketing communications for those studying at both undergraduate and postgraduate levels. It covers essential topics such as advertising, direct marketing, corporate communications, public relations, product placement, sales promotion, social media, sponsorship and many more. The author provides a set of managerial frameworks that include analysis, planning and implementation to help prepare those who go on to strategically create and effectively manage marketing communications campaigns.

Every chapter includes Snapshots that help you to apply theory to engaging real-world examples. These include: BMW, Harrods, Levi's, Lynx, Tesco, Tencent, United Colors of Benetton and Wonga. Additionally, Stop Points encourage you to pause and critically reflect upon the topic for deeper learning and higher grades. The Assignment boxes invite you to test your knowledge in the form of a task based on what you have just read to also help push yourself further.

The Companion Website includes longer case studies, video feeds and other useful web links, a larger glossary of key terms, and links to SAGE journal articles.Password-protected resources are also available to lecturers, including: PowerPoint slides, a tutor manual, activities for the classroom and indicative responses to the assignments and discussion questions provided in each chapter.

Frequently asked questions

How do I cancel my subscription?
Simply head over to the account section in settings and click on “Cancel Subscription” - it’s as simple as that. After you cancel, your membership will stay active for the remainder of the time you’ve paid for. Learn more here.
Can/how do I download books?
At the moment all of our mobile-responsive ePub books are available to download via the app. Most of our PDFs are also available to download and we're working on making the final remaining ones downloadable now. Learn more here.
What is the difference between the pricing plans?
Both plans give you full access to the library and all of Perlego’s features. The only differences are the price and subscription period: With the annual plan you’ll save around 30% compared to 12 months on the monthly plan.
What is Perlego?
We are an online textbook subscription service, where you can get access to an entire online library for less than the price of a single book per month. With over 1 million books across 1000+ topics, we’ve got you covered! Learn more here.
Do you support text-to-speech?
Look out for the read-aloud symbol on your next book to see if you can listen to it. The read-aloud tool reads text aloud for you, highlighting the text as it is being read. You can pause it, speed it up and slow it down. Learn more here.
Is Marketing Communications Management an online PDF/ePUB?
Yes, you can access Marketing Communications Management by Paul Copley in PDF and/or ePUB format. We have over one million books available in our catalogue for you to explore.

Information

Publisher
SAGE Publications Ltd
Year
2014
ISBN
9781473908338
Edition
2
Subtopic
Marketing
Index
Marketing

Table of contents

  1. Cover
  2. Half Title
  3. Publisher Note
  4. Title Page
  5. Copyright Page
  6. Acknowledgements
  7. Contents
  8. About the Author
  9. Preface
  10. Acknowledgements
  11. 1 Integrated Marketing Communications and its Environment
  12. 2 Theoretical Underpinnings of Marketing Communications
  13. 3 Buyer Behaviour and Relationships
  14. 4 Managing the Marketing Communications Mix
  15. 5 The Marketing Communications Industry
  16. 6 Ethics and Corporate Social Responsibility in Marketing Communications
  17. 7 Advertising and Branding
  18. 8 Message Creation and Execution
  19. 9 Traditional Media: Characteristics and Planning
  20. 10 Digital Media – Interaction and Engagement
  21. 11 Sales Promotions
  22. 12 Direct Marketing
  23. 13 Public Relations
  24. 14 Corporate Communications
  25. 15 Sponsorship
  26. 16 Personal Selling
  27. 17 Marketing Research and Evaluation
  28. 18 International Marketing Communications
  29. Glossary
  30. Index
Citation styles for Marketing Communications Management

APA 6 Citation

Copley, P. (2014). Marketing Communications Management (2nd ed.). SAGE Publications. Retrieved from https://www.perlego.com/book/862118/marketing-communications-management-pdf (Original work published 2014)

Chicago Citation

Copley, Paul. (2014) 2014. Marketing Communications Management. 2nd ed. SAGE Publications. https://www.perlego.com/book/862118/marketing-communications-management-pdf.

Harvard Citation

Copley, P. (2014) Marketing Communications Management. 2nd edn. SAGE Publications. Available at: https://www.perlego.com/book/862118/marketing-communications-management-pdf (Accessed: 25 September 2021).

MLA 7 Citation

Copley, Paul. Marketing Communications Management. 2nd ed. SAGE Publications, 2014. Web. 25 Sept. 2021.