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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.
Book Synopsis Innovative Marketing Communications by : Guy Masterman
Download or read book Innovative Marketing Communications written by Guy Masterman and published by Routledge. This book was released on 2007-06-01 with total page 345 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
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.
Book Synopsis Innovative Marketing Communications by : Guy Masterman
Download or read book Innovative Marketing Communications written by Guy Masterman and published by Routledge. This book was released on 2007-06-01 with total page 346 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Innovative Marketing Communications by : G. Masterman
Download or read book Innovative Marketing Communications written by G. Masterman and published by . This book was released on 2006 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Innovative Marketing Communications by :
Download or read book Innovative Marketing Communications written by and published by . This book was released on 2006 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
This book addresses innovative and new aspects of branding and advertising communication, by drawing on a broad, interdisciplinary range of theories, methods and techniques– from body image, identity and mental imagery, to self-exposure and LCM4P – intersecting with branding and advertising constructs and practices. The editor combines the perspectives of an international group of scholars to establish new theoretical frameworks and proposes new methodological designs to conduct comprehensive studies in the field. Situated at the intersection between society, communication and psychology, each chapter presents an innovative approach to branding and advertising research. The book explores topics such as social robots, body image in video advertising, brand personality, transmedia personal brands, erotic content in commercial images, and brand fandom communities. Innovation in Advertising and Branding Communication will be a valuable resource for scholars working in the fields of marketing communication, branding and advertising, online communication, sociology, social psychology and linguistics
Book Synopsis Innovation in Advertising and Branding Communication by : Lluís Mas-Manchón
Download or read book Innovation in Advertising and Branding Communication written by Lluís Mas-Manchón and published by Routledge. This book was released on 2020-10-07 with total page 168 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book addresses innovative and new aspects of branding and advertising communication, by drawing on a broad, interdisciplinary range of theories, methods and techniques– from body image, identity and mental imagery, to self-exposure and LCM4P – intersecting with branding and advertising constructs and practices. The editor combines the perspectives of an international group of scholars to establish new theoretical frameworks and proposes new methodological designs to conduct comprehensive studies in the field. Situated at the intersection between society, communication and psychology, each chapter presents an innovative approach to branding and advertising research. The book explores topics such as social robots, body image in video advertising, brand personality, transmedia personal brands, erotic content in commercial images, and brand fandom communities. Innovation in Advertising and Branding Communication will be a valuable resource for scholars working in the fields of marketing communication, branding and advertising, online communication, sociology, social psychology and linguistics
The innovation economy sets new standards for global business and requires efficient innovation management to plan, execute and evaluate innovation activities, establish innovation capability and coordinate resources and capacities for innovation on an intra- and inter-organizational level. Communication has become a critical factor underpinning successful innovation. As a new communication field, innovation communication facilitates the successful launches of new products and services, the establishment of stakeholder relationships, and the strengthening of corporate reputation in the long-run. Consequently, firms today need to develop a strong portfolio of communication tools as an integral part of their strategic innovation management activities. This new edition mainly concentrates on emerging approaches and methods for integrating communication as part of strategic innovation management. A key theme is the provision of an integrated perspective to bridge the gap between innovation management and communication management at both strategic and operational levels. This book makes an important contribution to this evolving academic domain by providing multiple perspectives on the latest research on innovation communication and strategic open innovation. It also provides guidance for managers seeking to understand the diverse ways by which they can leverage communication to support successful innovation.
Book Synopsis Strategy and Communication for Innovation by : Nicole Pfeffermann
Download or read book Strategy and Communication for Innovation written by Nicole Pfeffermann and published by Springer Science & Business Media. This book was released on 2014-01-09 with total page 462 pages. Available in PDF, EPUB and Kindle. Book excerpt: The innovation economy sets new standards for global business and requires efficient innovation management to plan, execute and evaluate innovation activities, establish innovation capability and coordinate resources and capacities for innovation on an intra- and inter-organizational level. Communication has become a critical factor underpinning successful innovation. As a new communication field, innovation communication facilitates the successful launches of new products and services, the establishment of stakeholder relationships, and the strengthening of corporate reputation in the long-run. Consequently, firms today need to develop a strong portfolio of communication tools as an integral part of their strategic innovation management activities. This new edition mainly concentrates on emerging approaches and methods for integrating communication as part of strategic innovation management. A key theme is the provision of an integrated perspective to bridge the gap between innovation management and communication management at both strategic and operational levels. This book makes an important contribution to this evolving academic domain by providing multiple perspectives on the latest research on innovation communication and strategic open innovation. It also provides guidance for managers seeking to understand the diverse ways by which they can leverage communication to support successful innovation.
Now in its third edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective integrated marketing communication (IMC). Blakeman covers key areas, from marketing plans, branding/positioning, and creative briefs to copywriting, design, and considerations for each major media format. Throughout, she explores visual and verbal tactics, along with the use of business theory and practices, and how these affect the development of the creative message. This user-friendly introduction walks students through the varied strands of IMC, including advertising, PR, direct marketing, and sales promotion, in a concise and logical fashion.
Book Synopsis Integrated Marketing Communication by : Robyn Blakeman
Download or read book Integrated Marketing Communication written by Robyn Blakeman and published by Rowman & Littlefield. This book was released on 2018-02-01 with total page 368 pages. Available in PDF, EPUB and Kindle. Book excerpt: Now in its third edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective integrated marketing communication (IMC). Blakeman covers key areas, from marketing plans, branding/positioning, and creative briefs to copywriting, design, and considerations for each major media format. Throughout, she explores visual and verbal tactics, along with the use of business theory and practices, and how these affect the development of the creative message. This user-friendly introduction walks students through the varied strands of IMC, including advertising, PR, direct marketing, and sales promotion, in a concise and logical fashion.
This proceedings volume highlights cutting-edge approaches for contemporary issues evolved in strategic marketing and the integration of theory and practice. It focuses on strategic research and innovative activities in marketing that can be used in everyday operations. The contributions have been divided into eight sections, grouping emerging marketing technologies together in a close examination of practices, problems and trends. The first section examines management challenges which influence societies, cultures, networks, organizations, teams, and individuals. It emphasizes ways business processes foster innovation and facilitate management transitions from dominant structures to more evolutionary, developmental paradigms. The second section discusses the benefits and guidelines to implementation of green marketing strategies. The following section pursues new perspectives of the role of location in marketing and its impact on consumer well-being. The next section explores the impacts of user generated content (UGC) on marketing theories and practice, which is followed by a section identifying how market-based assets can contribute to a sustainable competitive advantage. The sixth section covers understanding consumer perception to make marketing decisions. The final sections promote the use of business informatics and modeling in marketing and also the development of integrating information management in ways that change how people use information to engage in knowledge focused activities. The papers from the proceedings of the 6th International Conference on Strategic Innovative Marketing (IC-SIM 2017) have been written by scientists, researchers, practitioners and students that demonstrate a special orientation in strategic marketing, all of whom aspire to be ahead of the curve based on the pillars of innovation. This proceedings volume shares their recent contributions to the field and showcases their exchange of insights on strategic issues in the science of innovation marketing.
Book Synopsis Strategic Innovative Marketing by : Damianos P. Sakas
Download or read book Strategic Innovative Marketing written by Damianos P. Sakas and published by Springer. This book was released on 2019-05-25 with total page 275 pages. Available in PDF, EPUB and Kindle. Book excerpt: This proceedings volume highlights cutting-edge approaches for contemporary issues evolved in strategic marketing and the integration of theory and practice. It focuses on strategic research and innovative activities in marketing that can be used in everyday operations. The contributions have been divided into eight sections, grouping emerging marketing technologies together in a close examination of practices, problems and trends. The first section examines management challenges which influence societies, cultures, networks, organizations, teams, and individuals. It emphasizes ways business processes foster innovation and facilitate management transitions from dominant structures to more evolutionary, developmental paradigms. The second section discusses the benefits and guidelines to implementation of green marketing strategies. The following section pursues new perspectives of the role of location in marketing and its impact on consumer well-being. The next section explores the impacts of user generated content (UGC) on marketing theories and practice, which is followed by a section identifying how market-based assets can contribute to a sustainable competitive advantage. The sixth section covers understanding consumer perception to make marketing decisions. The final sections promote the use of business informatics and modeling in marketing and also the development of integrating information management in ways that change how people use information to engage in knowledge focused activities. The papers from the proceedings of the 6th International Conference on Strategic Innovative Marketing (IC-SIM 2017) have been written by scientists, researchers, practitioners and students that demonstrate a special orientation in strategic marketing, all of whom aspire to be ahead of the curve based on the pillars of innovation. This proceedings volume shares their recent contributions to the field and showcases their exchange of insights on strategic issues in the science of innovation marketing.
Following the CIM Advanced level syllabus in Marketing Communications, this text covers key areas of the process and includes pro-forma documents for topics such as SWOT analysis, creative briefs and media briefs.
Book Synopsis Strategic Marketing Communications by : Paul Russell Smith
Download or read book Strategic Marketing Communications written by Paul Russell Smith and published by Kogan Page Publishers. This book was released on 1999 with total page 324 pages. Available in PDF, EPUB and Kindle. Book excerpt: Following the CIM Advanced level syllabus in Marketing Communications, this text covers key areas of the process and includes pro-forma documents for topics such as SWOT analysis, creative briefs and media briefs.
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.
Book Synopsis Integrated Marketing Communication by : Jerome M. Juska
Download or read book Integrated Marketing Communication written by Jerome M. Juska and published by Routledge. This book was released on 2021-11-29 with total page 289 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
