Marketing Communications Objectives, Strategy, Tactics
Marketing Communications Objectives, Strategy, Tactics by John R Rossiter is published by SAGE Publications and was released on September 27, 2018. This comprehensive textbook spans 584 pages and is presented in English. It integrates industry experience with academic insights, offering a practical planning system and a seven-step approach for creating effective marketing plans, focusing on marketing communications and advertising from a branding perspective.
Readers will find a systematic guide to marketing communications through an analytical approach that includes checklist frameworks in each chapter. The book emphasizes a managerial perspective, preparing students for roles as marketing managers. It covers contemporary topics such as branding and social media, featuring mini-cases involving real brands at the end of each chapter. The text is designed for both undergraduate and postgraduate levels, supported by online instructor resources, making it a valuable resource for those studying Business & Economics and Marketing.
Official synopsis Publisher
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.
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