Introduction to marketing communications -- Introducing marketing communications -- Marketing communications : issues … theory -- Contemporary interpretations of buyer behaviour -- How does marketing communications work? -- Managing marketing … communications -- Marketing communications : strategies and planning -- Marketing communications : objectives and positioning -- The …

book works step-by-step through the creation of an effective marketing strategy, combining an academic approach with the … relationship between branding, marketing and communications, exploring brand values, brand identity, brand image, and analysing how … exercises. This textbook will be core reading for advanced undergraduate and postgraduate students of marketing strategy …