Marketing Communications : An advertising, promotion and branding perspective

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.

Marketing Communications 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. Fully revised and updated, Marketing Communications 2nd edition 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.