Strategic Marketing Communications: New Ways to Build and Integrate CommunicationsThis textbook follows the advanced level syllabus in Marketing Communications for the CIM syllabus. Approaching the subject of marketing from an international perspective, Strategic Marketing Communications features case studies, model documents and checklists. |
Contents
Discussion topics for Chapter 1 | 19 |
Learning objectives | 41 |
The Nature of Strategy | 65 |
Discussion topics for Chapter 4 | 78 |
Discussion topics for Chapter 5 | 94 |
Writing Marketing Communications Plans using SOSTAC | 109 |
Case Studies of SOSTAC in Use | 136 |
Common terms and phrases
achieve action activity advert advertising agency airline analysis approach audience benefits Berry and Pulford brand personality budget buyer campaign CD ROM channel Chapter Coca Cola communications mix communications tools competition competitors components consumer corporate identity cost create creative Daewoo database direct mail e-mail effect example feedback Figure global Gordon's HP LaserJet integrated marketing communications interactive Internet INVESCO manufacturer market research market share marketing communications plan marketing communications strategy marketing managers marketing mix marketing strategy National Lottery organisation overall own-label packaging perception personal selling positioning product or service products and services programme public relations purchase relationship relationship marketing retailer sales promotions salesforce segments sender social SOSTAC SOSTAC Stage SOSTACO Smith specific STRATEGIC MARKETING COMMUNICATIONS strategic options Sun Tzu tactical target market United Airlines users