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Marketing Communications
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Marketing Communications Paperback - 2020

by Lynne Eagle; Barbara Czarnecka; Stephan Dahl


From the publisher

Marketing communication is a dynamic industry, which continues to change and adapt to new technologies, media consumption patterns and communication interfaces between marketers and their target markets. At the same time, the fundamental communication processes and well-established theories and models are very much applicable in this dynamic environment. This revised second edition blends the well-established with the new and emerging aspects of marketing communications.

Marketing Communications

applies a uniquely practical approach to the topic, providing a structured overview of planning, development, implementation and evaluation of marketing communications, alongside detailed case studies that demonstrate how the theory translates to practice. Fully updated, the new edition considers important developments in the global marketplace. It includes new content on emerging digital media platforms, changing media consumption patterns and consumers' strategies to cope with information overload. It also reflects upon consumer scepticism, a growing phenomenon that communication specialists need to overcome when designing and implementing effective campaigns. This new edition also considers the importance of marketing communications tools in not-for-profit sectors, such as social marketing and political marketing, as well as the cross-cultural aspect of marketing communications.

This textbook is essential reading for both students and professionals in marketing, communications and public relations. Online resources include an extensive instructors' guide, which provides answer checklists to all Think boxes, Ethical issues and end-of-chapter cases within the book. The text is also supported by PowerPoint slides and test banks for all chapters and major cases.

Details

  • Title Marketing Communications
  • Author Lynne Eagle; Barbara Czarnecka; Stephan Dahl
  • Binding Paperback
  • Pages 402
  • Volumes 1
  • Language ENG
  • Publisher Routledge
  • Date 2020-09-23
  • Illustrated Yes
  • ISBN 9780429447044 / 0429447043
  • Weight 1.5 lbs (0.68 kg)
  • Dimensions 9.6 x 6.8 x 1 in (24.38 x 17.27 x 2.54 cm)
  • Library of Congress subjects Advertising, Communication in marketing
  • Library of Congress Catalog Number 2020015247
  • Dewey Decimal Code 658.802

About the author

Lynne Eagle is Adjunct Professor at the University of Canterbury, New Zealand and at Charles Darwin University, Australia.

Barbara Czarnecka is Associate Professor of Marketing at London South Bank University, UK.

Stephan Dahl is Adjunct Associate Professor at James Cook University, Australia and at Charles Darwin University, Australia.

Jenny Lloyd is Associate Professor of Marketing at the University of Warwick, UK.

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Marketing Communications
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Marketing Communications

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Marketing Communications

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