Dahlen, Lange, Smith:

Marketing Communications: A Brand Narrative Approach

Instructor Companion Site

Table Of Contents

Chapter 1: Introduction to Marketing Communications

Chapter 2: How Marketing Communications Works

Chapter 3: Analysis of Target Markets

Chapter 4: Marketing Communications Effects and Objectives

Chapter 5: Marketing Communications Strategy and Planning

Chapter 6: Strategic Positioning

Chapter 7: Tactics and Techniques of Positioning

Chapter 8: Building Brand Equity

Chapter 9: Brand Narrative and Relational Management

Chapter 10: The Marketing Communications Mix

Chapter 11: Advertising Strategy

Chapter 12: Advertising Creativity

Chapter 13: Media Concepts and Media Planning

Chapter 14: Public Relations and Hybrid Marketing Communications

Chapter 15: Sales and Sales Promotion

Chapter 16: Beyond Traditional Marketing Communications

Chapter 17: Evaluating Marketing Communications

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