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Marketing Communications: A Brand Narrative Approach



Marketing Communications: A Brand Narrative Approach

Micael Dahlen, Fredrik Lange, Terry Smith

ISBN: 978-0-470-31992-5 December 2009 606 Pages


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:
  1. 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.
  2. 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.


Part 1: Introduction to Marketing Communications.

Chapter 1 Introduction to Marketing Communications.

Chapter 2 How Marketing Communications Works.

Part 2 Analysis and Planning for Marketing Communications.

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

Part 3 Implementation and Control of Marketing Communications.

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.

Marketing Communications is unique in its combination of branding and marketing communications.

•     Student orientation: the text has been written from a teaching perspective and the structure, content and pedagogical logic make this a very student-friendly book with guidance on linking theory to practice.

•     "Matter of fact" boxes which report back from the market place or academic research on relevant market findings.

•     "Theory and Practice" boxes which help the student make links between concept and context

•     "Seminar-friendly Case Studies" small case studies of one page length to be used in conjunction with other learning resources and for use within an average seminar situation.

•     "Opinion pieces" featuring ad hoc views of people in the industry as well as those not associated with marketing communications (eg: Joan Bakewell article in The Independent about 2018meaning and consumption'.