A Brand Narrative Approach
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Micael Dahlen is Associate Professor in Business Administration, Centre for Consumer Marketing, Stockholm School of Economics. Fredrik Lange is Assistant Professor, Centre for Consumer Marketing, Stockholm School of Economics. Terry Smith is Senior Lecturer in the Department of Marketing, Tourism and Events Management at the University of Chester.
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