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Strategic Integrated Marketing Communications
The key to effective integrated marketing communication is planning, and that is what this book is all about. It provides a disciplined, systematic look at what is necessary to the planning and implementation of an effective IMC programme. Throughout, attention is paid to balancing theory with practical application, how to successfully implement theory for effective communication. Step-by-step, knowledge and understanding builds through the book, starting by laying a foundation to provide context, looking at the role of IMC in building brands and strengthening companies. The book then looks at what goes into developing and executing effective messages, and how to ensure that they are consist...
Strategic Integrated Marketing Communications
An essential book for today's marketer now that integrated marketing communications form a critical success factor in building strong brands and strong companies This new edition is still the only textbook on the market to deal with all aspects of IMC from a strategic perspective Corporate image, identity and reputation have never been more important and this book unlocks the key factors in achieving and enhancing this Integrated Marketing Communications is not just about utilizing different communication options in your marketing campaign; it is about planning in a systematic way to determine the most effective and consistent message for your target audience. As such, it depends upon identi...
Marketing Communications
Uniting industry experience with academic expertise, the authors combine marketing communications and advertising with the branding perspective, providing students with a practical planning system and a seven-step approach to creating a comprehensive marketing plan. The new SAGE Marketing Communications textbook is a contemporary evolution of the well-known Rossiter and Percy Advertising and Promotion Management textbook, which at its peak was adopted by six of the top 10 U.S. business schools – Stanford, Wharton, Columbia, Berkeley, UCLA, and Northwestern – as well as by the London Business School, Oxford’s Said Business School, and by most of the top business schools in Europe such a...
Advertising Communications and Promotion Management
This edition of this bestselling advertising and promotion management text contains a wealth of radically new material, although it is still based on the highly-regarded Rossiter and Percy framework. It is primarily aimed at students at the MBA level who are taking courses in advertising management or marketing communications, rather than undergraduates taking descriptive courses in advertising. Although much of the coverage is radically new, the text is based upon the highly-regarded Rossiter-Percy framework for advertising communications and promotion management introduced in the first edition in 1987. The new name for the revision reflects the integration of mainstream advertising with corporate communications, direct response advertising, and promotions. A completely new section, Part 5, covers integrated communications strategy. Part 6 on Media Strategy has been expanded to incorporate both traditional advertising media and the new media. A broader perspective has been taken throughout the new edition, with more emphasis on corporate communications and business products and services in addition to the traditional focus on consumer packaged goods.
Strategic Brand Management
Approaches the subject of brand management from a socio-cultural perspective, providing students with an understanding of the dynamics of the subject and enabling them to engage with the issues that lie within. This book also integrates more traditional notions of the brand in terms of equity and positioning within that framework.
Marketing Communications
Uniting industry experience with academic expertise, the authors combine marketing communications and advertising with the branding perspective, providing students with a practical planning system and a seven-step approach to creating a comprehensive marketing plan. The new SAGE Marketing Communications textbook is a contemporary evolution of the well-known Rossiter and Percy Advertising and Promotion Management textbook, which at its peak was adopted by six of the top 10 U.S. business schools – Stanford, Wharton, Columbia, Berkeley, UCLA, and Northwestern – as well as by the London Business School, Oxford’s Said Business School, and by most of the top business schools in Europe such a...
Advertising Strategy
None
Branding and Advertising
Based on papers from a 2002 conference.
Somebody's Darling
Pulitzer Prize–winning Larry McMurtry writes like no one else about the American frontier—though in Somebody's Darling, the frontier lies farther west, in Hollywood, and his subject is the strange world of the movies—those who make them and those who play in them. Somebody's Darling is the story of the fortunes of Jill Peel. Jill is brilliant, talented, and disciplined, and one of the best female directors in Hollywood, or anywhere else. She's got it all together, except where the men in her life are concerned: Joe Percy and Owen Oarson. Joe is a womanizing, aging screenwriter, cheerfully cynical about life, love, and art, and the pursuit of all three. But he'd rather be left alone wit...
A Confederacy of Dunces
One of the BBC's '100 Novels That Shaped Our World' 'My favourite book of all time... it stays with you long after you have read it - for your whole life, in fact' Billy Connolly A monument to sloth, rant and contempt, a behemoth of fat, flatulence and furious suspicion of anything modern - this is Ignatius J. Reilly of New Orleans, noble crusader against a world of dunces. The ordinary folk of New Orleans seem to think he is unhinged. Ignatius ignores them, heaving his vast bulk through the city's fleshpots in a noble crusade against vice, modernity and ignorance. But his momma has a nasty surprise in store for him: Ignatius must get a job. Undaunted, he uses his new-found employment to further his mission - and now he has a pirate costume and a hot-dog cart to do it with... Never published during his lifetime, John Kennedy Toole's hilarious satire, A Confederacy of Dunces is a Don Quixote for the modern age, and this Penguin Modern Classics edition includes a foreword by Walker Percy. 'A pungent work of slapstick, satire and intellectual incongruities ... it is nothing less than a grand comic fugue' The New York Times
