Marketing Communications: Objectives, Strategy, Tactics

The authors of the SAGE Marketing Communications textbook combine industry experience with academic expertise to provide students with a practical planning system and a seven-step approach to creating a comprehensive marketing plan. It is a modern update of the popular Rossiter and Percy Advertising and Promotion Management textbook,which was adopted by top business schools worldwide. Key features include an author analytical approach, a managerial perspective, coverage of key new marketing communications topics, and real-brand mini-cases. The book is supported by online instructor resources and is suitable for Marketing Communications and Advertising & Promotion modules at UG and PG levels.

Format: Paperback / softback
Length: 584 pages
Publication date: 04 September 2018
Publisher: SAGE Publications Ltd

The authors of the new SAGE Marketing Communications textbook have combined industry experience with academic expertise to create a comprehensive guide for students planning marketing communications and advertising strategies. This textbook is a modern iteration of the well-known Rossiter and Percy Advertising and Promotion Management textbook, which was previously adopted by top business schools in the United States, Europe, and Asia.

Key features of the textbook include:

An analytical approach with checklist frameworks in each chapter, providing students with a systematic guide to executing marketing communications strategies.
A managerial perspective, helping students develop the skills and knowledge needed to become effective marketing managers.
Coverage of key new marketing communications topics such as branding and social media, reflecting the evolving landscape of the industry.
End-of-chapter questions with mini-cases involving real brands, such as Gillette, Mercedes, Revlon, and Toyota, to enhance student understanding and application of marketing concepts.
Online instructor resources, including PowerPoint slides, teaching outlines, multiple choice exam questions, team project templates, true and false quizzes, and an instructor manual, to support teaching and learning.
Suitable for Marketing Communications and Advertising & Promotion modules at undergraduate and postgraduate levels.

The textbook is a valuable resource for students, educators, and professionals seeking to enhance their understanding of marketing communications and develop effective marketing strategies. Its combination of industry experience and academic expertise provides a comprehensive and practical approach to marketing planning, making it an essential tool for anyone involved in the field.

Weight: 1130g
Dimension: 240 x 185 x 31 (mm)
ISBN-13: 9781526438652