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Strategic Brand Communication Campaigns by Don E. Schultz, Beth E. Barnes
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- Buy It NowStrategic Brand Communication Campaigns by Don E. Schultz, Beth E. Barnes
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Located in: Hertfordshire, United Kingdom
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eBay item number:155478534476
Item specifics
- Condition
- Book Title
- Strategic Brand Communication Campaigns
- ISBN
- 9780844229522
- EAN
- 9780844229522
- Publication Year
- 2000
- Type
- Textbook
- Format
- Hardcover
- Language
- English
- Publication Name
- Strategic Brand Communication Campaigns
- Item Height
- 239mm
- Publisher
- Mcgraw-Hill Education
- Item Width
- 196mm
- Subject
- Advertising, Business
- Item Weight
- 1038g
- Number of Pages
- 400 Pages
About this product
Product Information
In the marketplace of the 21st century, the critical form of customer communication will be broader than advertising and promotional messages. Customers have relationships with the brand, combining all the forms of communication that give meaning to products and services. Brand communication creates an interactive relationship between the product or service and consumers, which is a major change in the way advertisers and marketers have traditionally viewed customer communication. Authors Don Schultz and Beth Barnes have built on the foundation of their best-selling text, Strategic Advertising Campaigns, to create a book that embodies this new approach to advertising and marketing communication: Strategic Brand Communication Campaigns. This innovative text focuses on the messages and incentives customers receive, rather than what marketers send out, which differentiates brand communication management from advertising management. The brand will drive the 21st century marketplace, and students need to develop the skills necessary to plan and execute brand communication campaigns. Strategic Brand Communication Campaigns shows students how to produce successful campaigns in the dynamic marketplace of the future. The book Emphasizes the identification and management of the many ways customers come in contact with a brand and how they relate to it. Explores the interactive relationship between customers and the marketing messages and incentives that are created through brand communication. Provides students with the fundamentals of developing and executing comprehensive and contemporary campaigns with an emphasis on brand building. Reflects changes in the marketplace, consumers, technology, media, marketing, and advertising to keep students' knowledge current and applicable. Addresses the role of advertising planning as a part of brand communication campaigns. Features more real-world examples so students can see how professional advertisers and marketers conduct effective campaigns. Presents practical guidelines and applications for preparing successful campaigns in a concise, visually appealing text that will capture students' attention. Parts 1 and 2 of the text introduce students to the brand concept, how it has evolved, and why it is critical to successful marketing in today's environment. Students also gain an understanding of the relationship between consumer behavior and brands and discover how to apply brand-building concepts to achieve brand value. Parts 3 and 4 provide a handbook for creating, implementing, and evaluating cohesive brand communication campaigns. Advertising, media, public relations, direct response, and sales promotion strategies are examined. Students learn how to deliver forceful messages and incentives and how to measure their effectiveness.
Product Identifiers
Publisher
Mcgraw-Hill Education
ISBN-13
9780844229522
eBay Product ID (ePID)
90661746
Product Key Features
Publication Name
Strategic Brand Communication Campaigns
Format
Hardcover
Language
English
Subject
Advertising, Business
Publication Year
2000
Type
Textbook
Number of Pages
400 Pages
Dimensions
Item Height
239mm
Item Width
196mm
Item Weight
1038g
Additional Product Features
Country/Region of Manufacture
United States
Item description from the seller
Business seller information
Value Added Tax number:
- GB 858 5123 06
Seller assumes all responsibility for this listing.
eBay item number:155478534476
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Item location:
Hertfordshire, United Kingdom
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| Postage and handling | To | Service | Delivery*See delivery notes |
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| GBP 7.20 (approx. AU $13.77) | United States | Standard postage (Royal Mail International Standard) |
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| Will usually post within 1 business day of receiving cleared payment. |
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Book is in an amazing condition, thank you very much! Extra quick delivery, well packed.
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library book in good condition
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Good accurate description; good packing; fast delivery. Recommended.
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