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Marketing communications : a brand narrative approach /
By: Dahlén, Micael.
Contributor(s): Lange, Fredrik | Smith, Terry.
Publisher: Chichester, U.K. : Wiley, 2010Description: xxii, 584 p. : ill., col. plates ; 25 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9780470319925 (pbk.); 9780470319925:; 0470319925 (pbk.).Subject(s): Communication in marketing
| Branding (Marketing)DDC classification: 658.802 Summary: Marketing communications have two levels, a strategic, conceptual level, & a tactical, implementation level. In this book, the authors argue that one cannot function without the other. Strategy & concept do not exist if they are not implemented, & successful implementation is dependent on sound strategy & concept.
| Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
Standard Loan
|
ATU Sligo Yeats Library Main Lending Collection | 658.802 DAH (Browse shelf(Opens below)) | 1 | Available | 0060281 | ||
|
Standard Loan
|
ATU Sligo Yeats Library Main Lending Collection | 658.802 DAH (Browse shelf(Opens below)) | 2 | Available | 0075032 |
Total holds: 0
Includes bibliographical references, glossary and index.
Marketing communications have two levels, a strategic, conceptual level, & a tactical, implementation level. In this book, the authors argue that one cannot function without the other. Strategy & concept do not exist if they are not implemented, & successful implementation is dependent on sound strategy & concept.