Marketing communications has two levels: a strategic, conceptual level, and a tactical, implementation level. In Marketing Communications , authors Micael Dahlen and Fredrik Lange argue that one cannot function without the other. Strategy and concept must be implemented, and successful implementation depends on sound strategy and concept.

List of Cases xiii Preface xvii Part 1 Introduction To Marketing Communications Chapter 1 Introduction to Marketing Communications 2 Chapter 2 How Marketing Communications Works 22 Part 2 Analysis And Planning For Marketing Communications Chapter 3 Analysis of Target Audiences 50 Chapter 4 Effects and Objectives 78 Chapter 5 Strategy and Planning 102 Chapter 6 Strategic Positioning 125 Chapter 7 Tactics and Techniques of Positioning 155 Part 3 Implementation And Control Of Marketing Communications Chapter 8 Building Brand Equity 194 Chapter 9 Brand Narrative and Relational Management 236 Chapter 10 The Marketing Communications Mix 273 Chapter 11 Advertising Strategy 289 Chapter 12 Advertising Creativity 318 Chapter 13 Media Concepts and Media Planning 353 Chapter 14 Public Relations and Hybrid Marketing Communications 389 Chapter 15 Sales and Sales Promotion 425 Chapter 16 Beyond Traditional Marketing Communications 444 Chapter 17 Evaluating Marketing Communications 468 Glossary 491 References 548 Index 571

Marketing Communications: A Brand Narrative Approach is a mainstream, student-driven text which gives prominence to the driving force of all Marketing Communications: the imperative of Branding. The book aims to engage students in an entertaining, informative way, setting the conceptual mechanics of Marketing Communications in a contemporary, dynamic context. It includes key current trends such as: Brand narrative approach - Cases such as Dove, Harley-Davidson, Nike and World of War Craft feature real-life, salient examples which are engaging for students and reflect the growth of co-authored brand ‘stories’ to help build and maintain brands by customer engagement through meaningful dialogues. Media neutral/multi-media approach - This text has a sound exploration of online and offline synergy combining one-message delivery and multi-media exposures, through examples of companies and political campaigns using 'non-traditional' media to reach groups not locking into 'normal channels'. This brand new text features an impressive mixture of real-life brand case studies underpinned with recent academic research and market place dynamics. The format is structured into three sections covering analysis, planning and implementation and control of Marketing Communications. Using full colour examples of brands, and student-friendly diagrams, the book acknowledges that the modern student learns visually as well as through text. Visit the companion website at www.wileyeurope.com/college/dahlenfor a full range of Instructor and Student Resources including case teaching notes, PowerPoint slides, Test bank, video clips and interactive glossary. "It is very up-to-date in terms of its commentary on new forms of alternative media and marketing opportunities that take advantage of technological breakthroughs and new user driven channels of communication. The case studies and examples that have been selected are very recent and are used extremely well to illustrate the respective topics and issues." —Dr Nik Mahon, Senior Lecturer, Southampton Solent University, UK "Some students asked recently 'When will the textbooks stop calling the internet 'new media'?' This text starts from the assumption that new media is what we are using today instead of considering it to be still an exciting new technology!" —Dr Beverley Hill, University of Gloucestershire,UK

Part 1               Introduction to Marketing Communications Chapter 1          Introduction to Marketing Communications Chapter 2          How Marketing Communications Works Part 2               Analysis and Planning for Marketing Communications Chapter 3          Analysis of Target Markets Chapter 4          Marketing Communications Effects and Objectives Chapter 5          Marketing Communications Strategy and Planning Chapter 6          Strategic Positioning Chapter 7          Tactics and Techniques of Positioning Part 3               Implementation and Control of Marketing Communications Chapter 8          Building Brand Equity Chapter 9          Brand Narrative and Relational Management Chapter 10        The Marketing Communications Mix Chapter 11        Advertising Strategy Chapter 12        Advertising Creativity Chapter 13        Media Concepts and Media Planning Chapter 14        Public Relations and Hybrid Marketing Communications Chapter 15        Sales and Sales Promotion Chapter 16        Beyond Traditional Marketing Communications Chapter 17        Evaluating Marketing Communications