Strategic Science Communication
Author | : John C. Besley |
Publisher | : JHU Press |
Total Pages | : 333 |
Release | : 2022-09-27 |
Genre | : Business & Economics |
ISBN | : 1421444208 |
This guidebook is essential reading for all professionals in the field.
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Author | : John C. Besley |
Publisher | : JHU Press |
Total Pages | : 333 |
Release | : 2022-09-27 |
Genre | : Business & Economics |
ISBN | : 1421444208 |
This guidebook is essential reading for all professionals in the field.
Author | : Micael Dahlen |
Publisher | : John Wiley & Sons |
Total Pages | : 613 |
Release | : 2009-12-21 |
Genre | : Business & Economics |
ISBN | : 0470319925 |
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 locking into ‘normal channels’. This brand new text features an impressive mixture of real-life brand case studies underpinned with recent academic research and market place dynamics. The format is structured into three sections covering analysis, planning and implementation and control of Marketing Communications. Using full colour examples of brands, and student-friendly diagrams, the book acknowledges that the modern student learns visually as well as through text. ***COMPANION WEBSITE - www.marketing-comms.com ***
Author | : John R Rossiter |
Publisher | : SAGE |
Total Pages | : 714 |
Release | : 2018-08-21 |
Genre | : Business & Economics |
ISBN | : 1526452162 |
Uniting industry experience with academic expertise, the authors combine marketing communications and advertising with the branding perspective, providing students with a practical planning system and a seven-step approach to creating a comprehensive marketing plan. The new SAGE Marketing Communications textbook is a contemporary evolution of the well-known Rossiter and Percy Advertising and Promotion Management textbook, which at its peak was adopted by six of the top 10 U.S. business schools – Stanford, Wharton, Columbia, Berkeley, UCLA, and Northwestern – as well as by the London Business School, Oxford’s Said Business School, and by most of the top business schools in Europe such as Erasmus University Rotterdam, INSEAD, and the Stockholm School of Economics. Key features include: An author analytical approach with checklist frameworks in chapters, providing students with a systematic guide to doing marketing communications. A managerial perspective, helping students to become a marketing manager and study as though they are in the role. Coverage of key new marketing communications topics such as branding and social media. In each of the end-of-chapter questions there are mini-cases that involve real brands, and the numerous examples throughout the text refer to globally known brands such as Gillette, Mercedes, Revlon, and Toyota. The book is supported by online instructor resources, including PowerPoint slides and teaching outlines for each chapter, multiple choice exam questions and answers, team project templates, true and false quizzes and answers, and an instructor manual. Suitable for Marketing Communications and Advertising & Promotion modules at UG and PG levels.
Author | : Ludi Koekemoer |
Publisher | : Juta and Company Ltd |
Total Pages | : 596 |
Release | : 2004 |
Genre | : Business & Economics |
ISBN | : 9780702165092 |
Six marketing communication tools—advertising, personal selling, sales promotion, direct marketing, public relations, and sponsorship—are reviewed in this text for South African learners and practitioners. This fully updated edition focuses on recent developments in marketing communications, highlighting the use of the World Wide Web, e-mail, and instant messaging in marketing. The user friendly and interactive presentation for self-assessment makes this an outcome-based learning tool.
Author | : Sherry Devereaux Ferguson |
Publisher | : SAGE Publications |
Total Pages | : 276 |
Release | : 1999-08-03 |
Genre | : Language Arts & Disciplines |
ISBN | : 1506314082 |
The nature of the communicator′s job has shifted dramatically in the last decade. While communicators still prepare speeches, press releases, and articles for corporate magazines, they are now being asked to perform managerial duties, including planning, consulting with stakeholders, and advising CEOs and vice presidents. With these additional responsibilities as a focus, Communication Planning takes a comprehensive approach to examining the role of integrated planning in modern organizations. Author Sherry Ferguson divides the book into four parts: 1) establishing strategic planning cultures, 2) writing different types of communication plans, 3) theoretical foundations of communication planning, and 4) strategic approach to planning for issues management. This book breaks new ground in the study of organizational communication and public relations and contains essential information for consultants, practitioners, and students.
Author | : Ann Pilkington |
Publisher | : Routledge |
Total Pages | : 172 |
Release | : 2021-09-13 |
Genre | : Business & Economics |
ISBN | : 1000456013 |
The communication of projects to each stakeholder group is essential to their success. This book is an end-to-end guide for project managers and communication teams seeking to communicate effectively with all constituents, both internal and external. This new edition includes a number of key topical themes that build on the first edition: An introduction to project management for those new to the field, including communicating "agile", as many communication practitioners and project managers find themselves having to communicate in an agile environment, which has a language all of its own. The important role of social media and enterprise social networks as vital communication channels. The principles of change management. The role of storytelling and the importance of translating technical terminology and data into stories that clients and the wider stakeholder groups understand. Crisis communication – ensuring there is a crisis or emergency communication process in place in case it is ever needed. This highly practical book is invaluable reading for communication professionals who are increasingly managing the communication elements of projects. It also supports project managers who need to gain a practical understanding of how to design and deliver communication, as well as helping them to procure effective communication support.
Author | : Paul Turner |
Publisher | : CIPD Publishing |
Total Pages | : 202 |
Release | : 2003 |
Genre | : Business & Economics |
ISBN | : 9780852929629 |
Effective communication in the workplace is essential to the delivery of successful organisational strategy and change, employee commitment, and ultimately competitive advantage. An organisation's ability to engage stakeholders through excellent communication strategy and action is an essential skill. Without it the chances of organisations ever achieving their strategic objectives are reduced. Organisational Communication offers practical tools, techniques and a model for developing a communications strategy. The key areas covered include: organisation and change; the role of communication and HR's growing part within it; the principles and uses of communication in an organisational context; developing an HR communication strategy and implementing the communication plan; external communication and how HR should be involved; communicating with the labour market, the City and the media; and internal communication and HR's contributions to this area - employee engagement, communicating with the board and senior managers and combining HR through effective internal communication. views from a number of leading names in the field - both in business and media.
Author | : Larry Percy |
Publisher | : Routledge |
Total Pages | : 306 |
Release | : 2018-04-24 |
Genre | : Business & Economics |
ISBN | : 1351673866 |
The key to effective integrated marketing communication is planning, and that is what this book is all about. It provides a disciplined, systematic look at what is necessary to the planning and implementation of an effective IMC programme. Throughout, attention is paid to balancing theory with practical application, how to successfully implement theory for effective communication. Step-by-step, knowledge and understanding builds through the book, starting by laying a foundation to provide context, looking at the role of IMC in building brands and strengthening companies. The book then looks at what goes into developing and executing effective messages, and how to ensure that they are consistent and consistently delivered, regardless of media. Everything is then pulled together, providing a detailed, practical overview of the strategic planning process, what goes into it, and how it is implemented. Numerous examples and cases are included, along with ‘desktop’ tools and worksheets for developing and implementing an IMC plan. Thoroughly updated, with special attention throughout to the increasing importance of digital media in marketing communication, new to this edition are: the introduction of a general model of positioning and the important relationship between positioning and brand awareness and brand attitude strategy; a look at the role of the preconscious in message processing; a much expanded look at media and media planning concepts; an expanded and more detailed section on digital media; a section on content marketing.
Author | : Guy Masterman |
Publisher | : Routledge |
Total Pages | : 346 |
Release | : 2007-06-01 |
Genre | : Business & Economics |
ISBN | : 1136395202 |
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.
Author | : Duncan Duffett |
Publisher | : Pearson South Africa |
Total Pages | : 284 |
Release | : 2008 |
Genre | : Tourism |
ISBN | : 9781770251496 |