Marketing Communications: A Brand Narrative Approach is a mainstream, student–driven text which gives prominence to the driving force of all Marketing Communications: the imperative of Branding. The book aims to engage students in an entertaining, informative way, setting the conceptual mechanics of Marketing Communications in a contemporary, dynamic context. It includes key current trends such as: Brand narrative approach – Cases such as Dove, Harley–Davidson, Nike and World of War Craft feature real–life, salient examples which are engaging for students and reflect the growth of co–authored brand ‘stories’ to help build and maintain brands by customer engagement through meaningful dialogues. Media neutral/multi–media approach – This text has a sound exploration of online and offline synergy combining one–message delivery and multi–media exposures, through examples of companies and political campaigns using ‘non–traditional’ media to reach groups not...
