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Author:   Paul Copley
Publisher:   Taylor & Francis Ltd
Imprint:   Routledge
Weight:   1.000kg
ISBN:  

9781138145993

ISBN 10:   1138145998
Pages:   456
Publication Date:   27 July 2016
Audience:   College/higher education ,  General/trade ,  Tertiary & Higher Education ,  General
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

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.

Reviews

'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.

'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.

'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.

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Paul Copley

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