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| communication strategies in marketing: Marketing Communications Chris Fill, 1999 The second edition of Marketing Communications comes with several new features: each of the chapters has been updated; there are new chapers in all areas of marketing communication; the book has been reorganised into three parts for ease of use. |
| communication strategies in marketing: Marketing Communication Policies Rainer Busch, Margarete Seidenspinner, Fritz Unger, 2006-11-23 By summing up the authors’ lectures on Marketing Communications, this work introduces its users to the fundamental knowledge that is indispensable in this complex and exciting field of Marketing. It has been compiled especially for first-degree students of Business Administration and Marketing who take an interest in the international aspects of these disciplines. There are comprehensive illustrations, cases, questions for discussion, and case solutions. |
| communication strategies in marketing: Innovative Marketing Communications Guy Masterman, Emma Wood, 2007-06-01 Innovative Marketing Communications for Events Management provides students and event managers with a complete insight into the strategic and innovative marketing of events of all scales and nature. The book builds a conceptual framework for the development, planning, implementation and evaluation of innovative communication strategies for the marketing of events, and the effective use of events as an innovative communications method in general organizational marketing. With a strong practical underpinning, Innovative Marketing Communications for Events Management emphasises to event managers the importance of effectively integrating a range of tools and techniques to communicate the event and provides them with a better understanding of how a variety of private and public sector organisations can use events within their communication strategies. |
| communication strategies in marketing: Opportunities and restrictions of the internet in marketing communication strategies Oliver Weimann, 2002-05-26 Diploma Thesis from the year 2001 in the subject Business economics - Offline Marketing and Online Marketing, grade: very good, University of Wolverhampton (Wolverhampton Business School), language: English, abstract: This project should enable companies to understand the Internet and the possibilities, it offers to strategic marketing communication planning. Therefore it should finally outline in which way the services can be included in an Internet strategy and how it can be integrated in the company marketing strategy. A short summary about the usage of the Internet and its services in marketing introduce this piece of work. The next chapter outlines the differences to classical media and delivers starting points for marketing communication. The main part should enable companies to develop a specific Internet marketing strategy to evaluate the opportunities and restrictions in praxis. A differentiation, not only between dot.coms and old economy companies, but also between big multinationals and SME's (Small and Medium Enterprises), was necessary because of different objectives, interventions, and not least of all, marketing budgets. This work concentrates on the point of view of the marketer. Therefore technical aspects are only explained, if they are needed to understand the services and contexts. Included is Appendix I, which gives an overview of the Internet and its services, and Appendix II, which deals with marketing. Finally, an overview of newly developed services and further development of the Internet will conclude this report. This will give a complete overview of Internet opportunities nowadays. That being said, it has to be taken into account that this report will probably be useful for not more then one to one and a half-years. This depends mainly on further developments of the Internet, which cannot be seen as a static system, but as a highly changing system with extremely short innovation cycles. To establish higher value, the discovered sources will enable further research for up-to-date information if this publication is no longer considered applicable to the topic. |
| communication strategies in marketing: Strategic Integrated Marketing Communications Larry Percy, 2014-06-27 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 identifying the best positioning, generating positive brand attitude, a consistent reinforcement of the brand's message through IMC channels, and ensuring that all marketing communication supports the company's overall identity, image, and reputation. This textbook is a roadmap to achieving this, thoroughly updated to reflect the dynamic changes in the area since the first edition was published. New to this edition: New sections on social media and now to integrate them into your marketing function New chapter on message development and an enhanced chapter on the IMC plan Robust pedagogy to help reinforce learning and memory Enhanced teaching materials online to help lecturers prepare their courses Brand new real-life case study vignettes |
| communication strategies in marketing: Marketing Communication Andreas Leitner, 2007-09-27 Research Paper (undergraduate) from the year 2005 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 2, Glyndŵr University, Wrexham known as NEWI (Business school), 12 entries in the bibliography, language: English, abstract: In the beginning of this this paper two different communication strategies are discussed. The linear model of communication can be seen as the basic model of mass communication. It consists of seven different components. For a successful communication, the quality of the linkage of theses elements is important, and not the elements it selves. ) The DAGMAR -Model is a model for setting objectives and measures the results. It is a hierarchical model of communication process, and consists of awareness - comprehension - conviction - action. Furthermore the value of segemtation, targeting and positioning for a successful marketing strategie is discussed. Finally different promotional methodes are discussed based on examples of the ski industry. |
| communication strategies in marketing: Marketing Communications in Tourism and Hospitality Scott McCabe, 2010-08-31 The rapidly changing context of the modern tourism and hospitality industry, responding to the needs of increasingly demanding consumers, coupled with the fragmenting nature of the marketing and media environment has led to an increased emphasis on communications strategies. How can marketing communication strategies meet the changing and challenging demands of modern consumers, and maintain a company’s competitive edge? Marketing Communications in Tourism and Hospitality: concepts, strategies and cases discusses this vital discipline specifically for the tourism and hospitality industry. Using contemporary case studies such as South African Tourism, Travelocity and Virgin Trains, it explains and critiques the practice and theory in relation to this industry. Combining a critical theoretical overview with a practical guide to techniques and skills, it illustrates the role that communications play in the delivery and representation of hospitality and tourism services, whilst developing practical skills needed to understand, interpret and implement communications strategies within a management context. This systematic and cohesive text is essential reading for hospitality management students, and an invaluable resource for marketing practitioners in this growing area. |
| communication strategies in marketing: Strategic Integrated Marketing Communications Larry Percy, 2008-06-20 This exciting and comprehensive new textbook deals with all aspects of integrated marketing communication from a strategic perspective. Integrated Marketing Communications is planning in a systematic way to determine the most effective and consistent message for appropriate target audiences. The book shows clearly that this is rarely achieved in organisations where the needs of the brand can become lost in managerial needs to pursue IMC budgets- i.e. the share of the internal pie is more important than the external impact. It demonstrates that IMC is not just the utilisation of multiple communications options in a campaign but depends on- * Effective brands having the right positioning and brand attitude * The use of IMC to ensure that that all aspects of the brand communications reinforce the brand message consistently * That IMC is ensures that all marketing communications for brands also support the company's overall identity, image and reputation |
| communication strategies in marketing: International Online Marketing Communication Strategies of Global Players. A Linguistic Study with Special Reference to T-Mobile Christina Kuttnig, 2015-10-29 Diploma Thesis from the year 2002 in the subject English Language and Literature Studies - Linguistics, grade: Sehr Gut, Klagenfurt University, language: English, abstract: The purpose of this study is to analyse the international online marketing communication strategies of a mobile communications provider that has recently ‘gone global’ from a linguistic point of view. This field of business has so far operated on a local level; through the merger of various companies operating on a national level to form the global player T-Mobile this has become an international business. The present study will compare the linguistic implementation of T-Mobile’s online marketing communication strategies on the corporate as well as two local Internet sites and attempt to filter out possible cross-cultural differences. Since an analysis of all relevant media would deserve more consideration than the purpose and length of this thesis allow, I wish to focus on just one media, the Internet, as this communication channel is exemplar of the ‘open-strategy’ approach of international marketing communications. |
| communication strategies in marketing: Integrated Marketing Communications, Strategies, and Tactical Operations in Sports Organizations Dos Santos, Manuel Alonso, 2019-01-25 As with any business, economic, financial, and marketing management for sports organizations is critical for attracting, retaining, and engaging fans. Unlike typical businesses, the sports industry is inconsistent, highly emotional with a strong personal nature, and operates in various markets where organizations compete and cooperate at the same time. Thus, traditional management techniques are not always appropriate for these organizations. Integrated Marketing Communications, Strategies, and Tactical Operations in Sports Organizations provides expert insight into the latest trends, strategies, and tactics that can be used in the sports industry to build foundations for successful commercialization. The content within this publication covers city marketing, social media interactions, and atmospheric influence and is designed for managers, marketers, business and industry professionals, stakeholders, academicians, researchers, and students. |
| communication strategies in marketing: Crisis Communication Strategies Amanda Coleman, 2020-05-03 Crisis communication is high stakes work. For communications managers and PR professionals, it's likely to be the most stressful time of their working life. Crisis Communication Strategies is a must-have handbook which covers the whole span of the crisis from preparing and laying the groundwork before it occurs, during the incident, and the aftermath, including the move to recovery. It guides readers through each phase, providing details of what to consider, what should be done, and tips and checklists for improved responses. Crisis Communication Strategies equips readers to deal with any kind of crisis - whether caused by internal error, customer action, natural disasters, terrorism or political upheaval. Supported by case studies and examples from responses to events including the 2011 Norway terror attacks, the 2018 British Airways data breach, the 2017 Pepsi advert and the 2005 Hurricane Katrina New Orleans floods, the book explores the role of leadership in a crisis and developing a crisis communication response that has people at the heart of it. Crisis Communication Strategies is the essential guide for PR and communication professionals to protecting your company and building true, long-term resilience. |
| communication strategies in marketing: Communication Strategies for Corporate Leaders Pragyan Rath, Apoorva Bharadwaj, 2017-11-06 Communication is key to success in every aspect of life and ever so in a competitive business environment. This book examines managerial communication from seminal theoretical and demonstrative vantage points through interdisciplinary amalgamation of sciences and the liberal arts. It presents new paradigms of managerial communication in the form of manoeuvres that can act as game changers in tug-of-war business situations, including difficult negotiations, conflicts and interpersonal dissonance that characterise the day-to-day corporate workplace tenor. This volume: Develops persuasion strategies based on argumentation tactics derived, for example, from legal cross-examination. Introduces ‘problematisation’ and ‘deconstruction’ as effective communication tools into mainstream managerial discourse. Employs Harvard Business School cases to demonstrate problem-solving skills, which will further serve as guide to writing business reports, plans and proposals. Positions business writing methods as taxonomical tenets that can help tackle complex business scenarios. Draws business diagnostic procedures from diverse fields such as Sherlock Holmes from popular culture, and Jared M. Diamond from ecology. This book will be a significant resource for business communication practitioners, especially corporate managers and leaders, sales and marketing professionals, and policymakers. It will be of interest to teachers and students alike, in business communication, organization behaviour, human resource management and marketing communications. It will act as a useful aid for classroom efficacy for teachers and academics. |
| communication strategies in marketing: Marketing Communications Graham Hughes, Chris Fill, Director of Fillassociates Visiting Professor at Poitiers Business School Formerly Principal Lecturer at the University of Portsmouth and Senior Examiner at the Chartered Institute of Marketing Chris Fill, 2004 Elsevier/Butterworth-Heinemann's 2004-2005 CIM Coursebook series offers you the complete package for exam success. Comprising fully updated Coursebook texts that are revised annually, and free online access to the MarketingOnline learning interface, it offers everything you need to study for your CIM qualification. Carefully structured to link directly to the CIM syllabus, this Coursebook is user-friendly, interactive and relevant, ensuring it is the definitive companion to this year's CIM marketing course. Each Coursebook is accompanied by access to MARKETINGONLINE (www.marketingonline.co.uk), a unique online learning resource designed specifically for CIM students, where you can: * Annotate, customise and create personally tailored notes using the electronic version of the Coursebook * Receive regular tutorials on key topics from Marketing Knowledge * Search the Coursebook online for easy access to definitions and key concepts * Access the glossary for a comprehensive list of marketing terms and their meanings * Co-written by the CIM Senior Examiner for the Marketing Communications module to guide you through the 2004-2005 syllabus * Each text is crammed with a range of learning objectives, cases, questions, activities, definitions, study tips and summaries to support and test your understanding of the theory * Contains sample assessment material written exclusively for this Coursebook by the Senior Examiner, as well as past examination papers to enable you to practise what has been learned and help prepare for the exam |
| communication strategies in marketing: Integrated Marketing Communication Jerome M. Juska, 2021-11-29 Now in its second edition, this textbook explores the continuing transformation of advertising, sales promotion, and public relations functions within the marketing discipline. The content focuses on emerging new technologies, as well as established digital and legacy media, as the reader is guided through the process of developing and implementing a comprehensive Integrated Marketing Communication plan for companies, organizations, and brands. Clear, concise, and practical, the book takes the reader through consumer, market, and competitive research; creative conceptualization; market segmentation, identification of a target audience, and brand positioning; as well as strategic decisions involving the timing, placement, and intensity of advertising, sales promotion, public relations, and brand visibility. The new edition emphasizes the importance of social media, website development, search engine optimization, mobile marketing, brand promotion events, and retail store connectivity. Updated to include more digital content with detailed international examples, this new edition adds four new chapters including Integrated Marketing Communication objectives, budgets, and metrics, legacy media planning, business-to-business marketing strategies, and innovative technologies with topics such as artificial intelligence, predictive analytics, synthetic media, virtual reality, and voice marketing. Upper-level undergraduate and postgraduate students will appreciate this lucid, up-to-date text, as will business professionals in executive education and certificate programs. Experiential learning is provided with chapter assignments and a continuity case study woven into the textbook. The second edition is also accompanied by robust online resources, including PowerPoint slides, chapter videos, lecture notes, classroom exercises, digital flash cards, test banks, an instructor resource book, and interactive templates for preparing an Integrated Marketing Communication Plan. |
| communication strategies in marketing: Strategic Integrated Marketing Communication Larry Percy, 2008 Integrated Marketing Communications is planning in a systematic way to determine the most effective and consistent message for appropriate target audiences. This comprehensive new textbook deals with all aspects of Integrated Marketing Communication from a strategic perspective. |
| communication strategies in marketing: Marketing communication strategies for fashion brands and measurements of efficiency Karola Schwindt, 2014-12-12 Bachelor Thesis from the year 2014 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 2,0, Niederrhein University of Applied Sciences Mönchengladbach , language: English, abstract: To successfully communicate a fashion brand, not only the advertising message itself has to match with the relevant target group, but also the right media have to be used to address the target group. Communication that wants to catch the brands’ target group and wants to be noticed has to meet exactly their lifestyle and attitude. Solely methods of mass communication do not reach the individual target audiences anymore. That is why new ways of communication become more important. This thesis provides a framework of marketing communication strategies, traditional and up-to-date ones, which can be applied to the target groups of the fashion market. Those strategies can be combined almost unlimited. However, the media planning should be carried out target group oriented. With the help of four relevant target audiences and their use of media will be exemplified how a brand can find the suitable strategies for its target group. Knowing how to define whether a strategy was successful, is just as important as gaining the attention of customers through this strategy. Therefore, it will be determined which measurements of efficiency are applicable for which marketing communication strategies. |
| communication strategies in marketing: Marketing Communications Babek Taheri, Hamid Shaker, 2024-12-20 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. |
| communication strategies in marketing: The Neuro-Consumer Anne-Sophie Bayle-Tourtoulou, Michel Badoc, 2020-04-24 Neuroscientific research shows that the great majority of purchase decisions are irrational and driven by subconscious mechanisms in our brains. This is hugely disruptive to the rational, logical arguments of traditional communication and marketing practices and we are just starting to understand how organizations must adapt their strategies. This book explains the subconscious behavior of the neuro-consumer and shows how major international companies are using these findings to cast light on their own consumers’ behavior. Written in plain English for business and management readers with no scientific background, it focuses on: how to adapt marketing and communication to the subconscious and irrational behaviors of consumers; the direct influence of the primary senses (sight, hearing, smell, taste, touch) on purchasing decisions and the perception of communications by customers’ brains; implications for innovation, packaging, price, retail environments and advertising; the use of nudges and artifices to increase marketing and communication efficiency by making them neuro-compatible with the brain’s subconscious expectations; the influence of social media and communities on consumers’ decisions – when collective conscience is gradually replacing individual conscience and recommendation becomes more important than communication; and the ethical limits and considerations that organizations must heed when following these principles. Authored by two globally recognized leaders in business and neuroscience, this book is an essential companion to marketers and brand strategists interested in neuroscience and vital reading for any advanced student or researcher in this area. |
| communication strategies in marketing: Analysis of Tesla Motors' Marketing Communications Strategy Aylin Kadriye Tansel, 2016-10-13 Seminar paper from the year 2015 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3, Kingston University London, language: English, abstract: This marketing report presents Tesla Motors' range of marketing communication tools and strategies and their importance for Tesla Motors. Tesla Motors' marketing communication strategies predominantly consist of social media marketing, word-of-mouth marketing, Tesla Motors' own sales and service network, stores and galleries, Tesla Motors' direct selling strategy and participation in international auto shows. |
| communication strategies in marketing: Marketing Communications Michael L. Rothschild, 1987 |
| communication strategies in marketing: Strategic Integrated Marketing Communication Vanessa Kemme, 2018-05-15 Research Paper (undergraduate) from the year 2017 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,3, International Business School Nürnberg, language: English, abstract: In every area of science, economy and industry communication is used to create a significant message and to build relationships between sender and receiver. Especially when it comes to the science of marketing, communication is used in various forms that are managed and channelled consistently by strategic integrated marketing communications (IMC). Primarily introduced in the 1980s as a marketing strategy, IMC today plays a major role in many organisations corporate strategy, including the German company Lufthansa. The following essay will outline this marketing strategy by its theory and will apply it to the strategy of Lufthansa in three parts. Thereby the first part will illustrate the theoretical background of IMC regarding to its role and concept and its relations to other areas of marketing and business management. These findings will primarily be based on secondary research of literature from Kotler, Percy and Fill which will be sustained by the work of other authors. The second part of the essay will enlarge this theory by the approach of the communication mix and will transmit it to the practise of the German company Lufthansa. As the company is constituted as the Lufthansa Group and various sub companies the author will concern the business segment of passenger transport that is carried out by Lufthansa Passenger Airlines, in the following named Lufthansa. This business segment will be analysed for its integrated marketing communication strategy Nonstop you as part of the 7 to 2-our way forward marketing program of Lufthansa Group. This analysis of the current strategy will lead over to recommendation within the third part of the essay, by providing an additional concept that will be described by the SOSTAC model. Within six elements |
| communication strategies in marketing: Strategies for Implementing Integrated Marketing Communications Larry Percy, 1997 Integrated Marketing Communications is one of the hottest ideas in marketing today - and for good reason. Marketers today no longer feel limited to traditional ways of doing things. More and more marketers, both large and small, are realizing there is a wide range of ways to reach potential customers. This means you can better target your marketing communications, leading to more successful marketing programs. If this is true - and it is - then why do we hear so much about IMC not working? The reason is simple. IMC is much more than simply discussing new ways of communicating or using traditional means in new ways. IMC is a way of planning overall marketing communications strategy by first looking to your customers and asking what is the best way of reaching them. That is why Strategies for Implementing Integrated Marketing Communications was written. In 10 comprehensive but concise and easy-to-read chapters the author outlines approaches for developing the most effective IMC strategies and then tailoring the tactics needed to implement them effectively. With 224 pages of easy-to-use, practical advice and common-sense models and forms for guidance, including detailed cases showing step-by-step how several leading marketers have used this forward-looking approach to develop their own successful programs, Strategies for Implementing Integrated Marketing Communications will be the most powerful tool in your marketing and communications arsenal. |
| communication strategies in marketing: Strategic Sport Communication W. Timothy Coombs, Jennifer L. Harker, 2021-09-15 Authors Coombs and Harker provide step-by-step guidance on how the strategic communication process—an integration of marketing communication, public relations, and advertising—can be applied to sports communication for individual athletes, teams, and leagues. The book is founded on the premise that the strategic communication process in sport communication is grounded in understanding the fans and sources of revenue. Looking at sports globally, it offers readers the traditional multi-step, linear approach to strategic communication message development along with the transmedia narrative transportation method, a non-linear approach that centers on narratives to engage target audiences and urge them to contribute their own material to messaging. With case studies and practical examples, it also highlights additional issues such as race and gender, social media, ethics, and athlete health. It is an ideal text for undergraduate and graduate courses in public relations or strategic communication and sport communication. An online instructor’s manual accompanies the text, including lecture slides; a sample strategic sports communication plan; a test bank; links to key web sites that discuss sports and sports communication concerns; links to case studies with class discussion prompts; sample assignments; a sample course syllabus; and suggestions for further reading. Please visit www.routledge.com/9780367898724. |
| communication strategies in marketing: Library Marketing and Communications Cordelia Anderson, 2020-09-01 Effectively marketing libraries by persuasively communicating their relevance is key to ensuring their future. Speaking directly to those in senior leadership positions, Anderson lays out the structural and organizational changes needed to help libraries answer the relevance question and maximize their marketing and communications efforts. Focusing on big-picture strategies, she shares lessons learned from her 20+ year career in library marketing and communications. No matter what type or size of library you help to lead, by reading this book you will - gain insight into why libraries need to tell their stories more effectively than they are today; - be able to craft a strategic roadmap for marketing your library and communicating its value in a variety of ways that resonate with key audiences; - see why improvements to the structure of your marketing and communications team can lead to better results; - learn practical methods for incorporating audience research into your planning; - know how to remove customer barriers and discontinue practices that are thwarting your marketing efforts; - receive guidance on preparing for potential crises; - understand how to be more community-focused by forming and sustaining partnerships; and - feel confident in engaging with stakeholders so that they become your library's best ambassadors. This book will shake up your marketing and communications approach, helping you implement real changes for lasting results. |
| communication strategies in marketing: Marketing Management and Communications in the Public Sector Martial Pasquier, Jean-Patrick Villeneuve, 2012-03-12 The fields of marketing and communication have become increasingly important for modern public administrations in recent years but the focus on these subjects has been geared mainly towards the generation of outputs, leaving somewhat behind the analysis and deeper reflections on the impact they make and their limitations. This book provides a thorough overview of the major concepts in marketing and communication which is done by utilizing an exclusive and decisive public-sector approach, with an unambiguous international outlook. The possibilities and limits of the application of marketing and communication, from strategic aspects to the more concrete questions of instruments and implementation, are discussed and if the realities of the public sector are the key to any understanding of marketing and communication, the international scene is the only possible ground to do this in. Aided by a multitude of pedagogical features, Marketing Management and Communications in the Public Sector is a key read for all students, practitioners and scholars working or studying in this field. |
| communication strategies in marketing: Semiotics, Marketing and Communication Jean-Marie Floch, 2001-12-14 Semiotics, or the study of signs, plays an increasingly important role within marketing as a guide to psychological and social aspects of communication. Jean-Marie Floch provides an introduction to the potential offered by a semiotic approach to a variety of marketing and communication problems or situations. Key semiotic concepts and principles are gradually introduced using real life studies. |
| communication strategies in marketing: Marketing Communications Chris Fill, 2009 This fifth edition of an introductory marketing textbook covers topics such as marketing communications, strategies and planning, disciplines and applications and marketing communications for special audiences. |
| communication strategies in marketing: Marketing Communications Chris Fill, 2005 Geared toward students studying Marketing or Business Studies at the undergraduate level and post-graduate students on marketing-related programmes, this book is essential reading for participants in the Chartered Institute of Marketing (CIM) Diploma module on Marketing Communications. Unlike many other texts on the subject that just describe how-to-do marketing, Marketing Communications: engagement, strategies and practice, Fourth Edition, provides the 'why' behind marketing communications with a variety of perspectives.--BOOK JACKET. |
| communication strategies in marketing: Social Media Campaigns Carolyn Mae Kim, 2020-12-29 This new edition continues to give students a foundation in the principles of digital audience engagement and data metrics across platforms, preparing them to adapt to the quickly evolving world of digital media. It takes students through the processes of social listening, strategic design, creative engagement, and evaluation, with expert insights from social media professionals. Thoroughly updated, this second edition includes: • new strategies to guide students in the initial campaign planning phase • added content on influencers, social care teams, and newsjacking • coverage of research evaluation, the implications of findings, and articulating the ROI • expanded discussion of ethical considerations in campaign design and data collection and analysis. The book is suited to both undergraduate and post-graduate students as a primary text for courses in social/digital media marketing and public relations or a secondary text in broader public relations and marketing campaign planning and writing courses. Accompanying online resources include chapter reviews with suggestions for further resources; instructor guides; in-class exercises; a sample syllabus, assignments, and exams; and lecture slides. Visit www.routledge.com/9780367896201 |
| communication strategies in marketing: Branding Inside Out Nicholas Ind, 2017-10-03 Internal branding is the cultural shift that occurs within an organization when employees become more customer-focused. By getting employees to truly commit to a brand's ideology internally, companies will find that their brand messages are conveyed externally much more effectively. Branding Inside Out is a multi-contributor text containing chapters from an array of senior professionals and academics, edited by the renowned branding expert and prolific author Nicholas Ind. Branding Inside Out contains both new thinking and new practice on internal branding. The new thinking chapters in the book feature original research on the principles that underpin effective internal branding programmes, while the new practice chapters provide examples of how such companies as Patagonia, NN Group and Adidas both attract new employees and build employee engagement. Taken together, these contributions and case studies form a vital book to help any marketer understand and implement successful internal branding programmes, and win the active involvement of their people. Online resources include supporting PowerPoint slides and case studies for each chapter. |
| communication strategies in marketing: Creating an Effective Marketing Message Aspatore, 2012-11 Creating an Effective Marketing Message provides an authoritative, insiders perspective on developing a winning messaging strategy that encapsulates the companys brand and delivers a compelling story. Featuring experienced marketing executives from some of the top companies in the nation, this book presents an in-depth look at keeping pace with market demands, exploring social media channels, and maintaining authenticity, consistency, and clarity in an increasingly complex environment. From conducting market research to constructing personalized content, these experts share their best practices for reaching target audiences and building key relationships that help grow the business. Additionally, these top executives discuss the importance of using data and analytics to measure message impact and how to craft communications that address the key customer question, Whats in it for me? The different niches represented and the breadth of perspectives presented enable readers to get inside some of the leading marketing minds of today, as these experienced executives offer their thoughts on developing strategic marketing messages that represent the companys brand and successfully capture the audiences attention. |
| communication strategies in marketing: The Role of Language and Symbols in Promotional Strategies and Marketing Schemes Epure, Manuela, Mih?e?, Lorena Clara, 2018-09-28 In the increasingly competitive global market, successful and meaningful intercultural advertising plays a key role in reaching out to consumers from diverse language and cultural backgrounds. Therefore, it is crucial for individuals and businesses to be able to navigate the field of marketing communications to cut through the noise in a consumerist society to persuade their target audience. The Role of Language and Symbols in Promotional Strategies and Marketing Schemes provides emerging research exploring the theoretical and practical aspects of the power of words and symbols used in promotional strategies and marketing schemes. Featuring coverage on a broad range of topics such as shock advertising, branding, and celebrity endorsement, this book is ideally designed for marketers, managers, business professionals, academicians, researchers, and graduate-level students seeking current research on the use of language and symbols in marketing tactics. |
| communication strategies in marketing: English in Marketing Sylva-Michèle Sternkopf, 2005-09-30 What measures do German SMEs take to successfully present themselves on the international market place? In contrast to larger groups, where dedicated communication departments cooperate closely with renowned advertising agencies to disseminate the marketing message and to reach exactly the right target groups, corporate communication in medium-sized companies is often characterised by ad-hoc decisions, tight budgets and a lower esteem for the value of professional communication. This empirical survey investigates “International Communication Strategies in SMEs”, uncovers reasons and consequences of this approach, illuminates the role of the English language in international marketing and provides tangible tips what SMEs can do to improve their international market presence. |
| communication strategies in marketing: The Interface of Marketing and Strategy George S. Day, Barton A. Weitz, Robin Wensley, 1990 This text covers such topics as the structure and evolution of competitive markets, gaining and sustaining competitive advantage, and formulating strategy components. |
| communication strategies in marketing: Brand Positioning Erik Kostelijk, Karel Jan Alsem, 2020-01-23 Brand Positioning is an English translation of an exceptionally well-renowned Dutch textbook, which provides a practical approach to analysing, defining and developing a brand’s positioning strategy. Divided into three key parts, the book works step-by-step through the creation of an effective marketing strategy, combining an academic approach with the strategic and operational guidelines, tools and techniques required. Unlike other textbooks, it has a unique focus on the relationship between branding, marketing and communications, exploring brand values, brand identity and brand image, and analysing how these can be transformed into a successful positioning strategy, using international case studies, examples and practical exercises. This textbook will be core reading for advanced undergraduate and postgraduate students of marketing strategy, branding, marketing communications and consumer behaviour. It will also be of great value to marketing and communications professionals looking to develop and maintain their company’s brand. |
| communication strategies in marketing: Simply Marketing Communications Chris Fill, 2006 This title seeks to provide a suitably consistant appraisal of the ever-expanding world of marketing communications. The two main themes running through the text concern relationship marketing and integrated communications. |
| communication strategies in marketing: Marketing Communications John R Rossiter, Larry Percy, Lars Bergkvist, 2018-08-21 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 as Erasmus University Rotterdam, INSEAD, and the Stockholm School of Economics. Key features include: An author analytical approach with checklist frameworks in chapters, providing students with a systematic guide to doing marketing communications. A managerial perspective, helping students to become a marketing manager and study as though they are in the role. Coverage of key new marketing communications topics such as branding and social media. In each of the end-of-chapter questions there are mini-cases that involve real brands, and the numerous examples throughout the text refer to globally known brands such as Gillette, Mercedes, Revlon, and Toyota. The book is supported by online instructor resources, including PowerPoint slides and teaching outlines for each chapter, multiple choice exam questions and answers, team project templates, true and false quizzes and answers, and an instructor manual. Suitable for Marketing Communications and Advertising & Promotion modules at UG and PG levels. |
| communication strategies in marketing: Policy and Marketing Strategies for Digital Media Yu-li Liu, Robert G. Picard, 2014-04-16 With digital media becoming ever more prevalent, it is essential to study policy and marketing strategies tailored to this new development. In this volume, contributors examine government policy for a range of media, including digital television, IPTV, mobile TV, and OTT TV. They also address marketing strategies that can harness the unique nature of digital media’s innovation, production design, and accessibility. They draw on case studies in Asia, North America, and Europe to offer best practices for both policy and marketing strategies. |
| communication strategies in marketing: Developing Successful Global Strategies for Marketing Luxury Brands Fabrizio Mosca, Cecilia Casalegno, Rosalia Gallo-Martinez, 2021 This book presents the most relevant upgraded theoretical frameworks and empirical research about the marketing of luxury goods, offering contributions focused on contemporary issues affecting luxury industries such as digital transformation, sustainable development, changes in luxury consumers' behavior, integration between physical and online channels, and the development of social media marketing strategies |
| communication strategies in marketing: Digital and Social Media Marketing Nripendra P. Rana, Emma L. Slade, Ganesh P. Sahu, Hatice Kizgin, Nitish Singh, Bidit Dey, Anabel Gutierrez, Yogesh K. Dwivedi, 2019-11-11 This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing. |
Communication | Definition, Types, Examples, & Facts | Bri…
May 8, 2025 · Communication, the exchange of meanings between individuals through a common system of symbols. This article treats the functions, types, and psychology of …
Communication - Wikipedia
There are many forms of communication, including human linguistic communication using sounds, sign language, and writing as well as animals exchanging information and …
What Is Communication? How to Use It Effectively
Communication is sharing messages through words, signs, and more to create and exchange meaning. …
What is Communication? Verbal, Non-Verbal & Written …
Communication is simply the act of transferring information from one place, person or group to another. Every communication involves (at least) one sender, a message and a …
What is Communication? The Definition of Communication
Apr 30, 2011 · Communication is the act of conveying information for the purpose of creating a shared understanding. It’s something that humans do every day. The word …
Communication | Definition, Types, Examples, & Facts | Britannica
May 8, 2025 · Communication, the exchange of meanings between individuals through a common system of symbols. This article treats the functions, types, and psychology of communication. …
Communication - Wikipedia
There are many forms of communication, including human linguistic communication using sounds, sign language, and writing as well as animals exchanging information and attempts to …
What Is Communication? How to Use It Effectively
Communication is sharing messages through words, signs, and more to create and exchange meaning. Feedback is a key part of communication, and can be given through words or body …
What is Communication? Verbal, Non-Verbal & Written
Communication is simply the act of transferring information from one place, person or group to another. Every communication involves (at least) one sender, a message and a recipient. This …
What is Communication? The Definition of Communication
Apr 30, 2011 · Communication is the act of conveying information for the purpose of creating a shared understanding. It’s something that humans do every day. The word “communication” …
What is Communication? Types, Meaning and Importance - Vedantu
In simple terms, communication is the process of exchanging information between individuals or groups. It involves the transmission of ideas, feelings, or facts from one person (the sender) to …
1.1 What is Communication: Types and Forms
Communication generates meaning by sending and receiving symbolic cues influenced by multiple contexts. There are three types of communication: verbal, nonverbal, and written. …
Effective Communication Improving Your Interpersonal Skills
Mar 13, 2025 · Whether you’re trying to improve communication with your romantic partner, kids, boss, or coworkers, learning the following communication skills can help strengthen your …
What is Communication? - National Communication Association
At its foundation, Communication focuses on how people use messages to generate meanings within and across various contexts, and is the discipline that studies all forms, modes, media, …
12 Types of Communication (2025) - Helpful Professor
Sep 21, 2023 · Generally, we categorize it into the four main mediums of communication: verbal, nonverbal, written, and visual. However, we can also look at other ways to distil …
