Marketing Communications Management
Analysis, Planning, Implementation
- Paul Copley - Northumbria University, UK
Marketing (General) | Marketing Communications
Praise for the first edition:
‘An excellent text for exploring marketing communications in the 21st century.’ - Ann Torres, Lecturer in Marketing, National University of Ireland, Galway
‘First rate and comprehensive. This book has got it just right: a rich blend of academic underpinning and practical examples in a very readable style.’ - Martin Evans, Senior Teaching in Marketing, Cardiff Business School, University of Cardiff
This book introduces the core components and concepts of marketing communications for those studying at both undergraduate and postgraduate levels. It covers essential topics such as advertising, direct marketing, corporate communications, public relations, product placement, sales promotion, social media, sponsorship and many more. The author provides a set of managerial frameworks that include analysis, planning and implementation to help prepare those who go on to strategically create and effectively manage marketing communications campaigns.
Every chapter includes Snapshots that help you to apply theory to engaging real-world examples. These include: BMW, Harrods, Levi’s, Lynx, Tesco, Tencent, United Colors of Benetton and Wonga. Additionally, Stop Points encourage you to pause and critically reflect upon the topic for deeper learning and higher grades. The Assignment boxes invite you to test your knowledge in the form of a task based on what you have just read to also help push yourself further.
The Companion Website includes longer case studies, video feeds and other useful web links, a larger glossary of key terms, and links to SAGE journal articles. Password-protected resources are also available to lecturers, including: PowerPoint slides, a tutor manual, activities for the classroom and indicative responses to the assignments and discussion questions provided in each chapter.
- Instructor’s manual
- Outline responses to each of the chapter assignments/discussion questions
- Team activities
- PowerPoint slides
- Longer case studies
- SAGE journal articles
- Video material
- Web links
- Glossary of key terms
Copley brings fresh insights to a discipline, where theory can struggle to keep pace with practice.
Additional reading material for students
While the content is thorough I feel the author could have aimed to develop more visually appealing frameworks. This makes a big difference particularly for undergrad students and other textbooks have made a much bigger effort in this area. Pickton & Broderick (2005) which has unfortunately not been updated since would be a good point of departure to make the book visually more appealing and overall probably a bit more digestible.
Also, recent developments such as native advertising and branded content should be covered.
A well written practical guide to applying marketing communications theories into practice
The book is more aimed at strategic marketing management rather than (potential) practitioners in marketing communications (i.e. at advertising agencies, creative departments or sales management). Thus, it is more suitable to the traditional peripheral teaching of Marketing Communications 'for Managers' - rather than for giving any genuine insights into how IMC campaigns and advertisements are created.
A detailed overview of marketing communication management.
Sample Materials & Chapters
Chapter 5: The Marketing Communications Industry