This book provides a disciplined, systematic look at what is necessary to the planning and implementation of an effective Integrated Marketing Communications (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...

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. busin...

From Oreos, Jell-O, raisins, and milk to amusement parks, retail centers, ATMs, and mutual funds, the case studies presented in Marketing Research That Pays Off offer you insight into how actual companies have used market research to successfully solve marketing problems. Editor Larry Percy has collected a series of cases from consumer, service, and industrial marketing executives that provides a problem/solution look at how to address major marketing issues with marketing research. The st...

Strategic Advertising Management provides the firm foundation you need to understand the effective strategic planning of advertising and other marketing communications. Renowned experts in the field, the authors draw on their extensive experience to present the essential principles of communication that demonstrate how advertising works.Using real world examples and sixteen new case studies featuring a variety of international brands and companies such as Dutch bike rental...

Marketing in the digital age poses major challenges for traditional and established practices of communication. To help readers meet these challenges Principles of Integrated Marketing Communications: An Evidence-based Approach provides a comprehensive foundation to the principles and practices of integrated marketing communications (IMC). It examines a variety of traditional and digital channels used by professionals to create wide-reaching and effective campaigns that are adapted for the...

101 Learning and Development Tools is your practical guide to all the most up-to-date training techniques, organized around the classic learning and development cycle. Whether you need a quick, ready solution or some guidance on where to go for in-depth information, this is your essential reference guide. It picks up from where you are in the process of managing learning, and helps you place it in a broader context.Each chapter is a mini guide to each tool...

The Oxford Handbook of Strategic Sales and Sales Management is an unrivalled overview by leading academics in the field of sales and marketing management. Sales theory is experiencing a renaissance driven by a number of factors, including building profitable relationships, creating/delivering brand value, strategic customer management, sales and marketing relationships, global selling, and the change from transactional to customer relationship marketing. Escalating sales and selli...

Poorly designed employee surveys frustrate participants, analysts, and executives and can end up doing more harm than good. Alec Levenson offers sensible, practical ways to make them more useful and accurate and counters a number of unhelpful but common practices. He provides specific advice for ensuring that the purpose and desired outcomes of surveys are clear, the questions are designed to provide the most relevant and accurate data, and the results are actionable. He also looks at a we...

As organizations face a loss of people due to retirement, resignation, or disability, leaders are paying more attention to their talent management strategies, from grooming internal successors to aggressively recruiting from their competitors. The need is most acute in technical and other “knowledge” areas, where the loss of a particular skill set demands an equally focused response. Invaluable Knowledge clarifies the unique (and urgent) issues of attracting, developing, retaining, and tra...

The fast-track MBA in salesImagine having instant access to the world's smartest thinking on sales - and being shown exactly what to do to guarantee that you get your own selling right, every time.Sales Genius makes it easy to apply what researchers know about brilliant selling to the real world. 40 chapters based on hundreds of cutting-edge business and psychology research projects reveal what works and what doesn't work in sales. Each of the 40 ch...

All organizations recognise the importance of strategy creation and execution: strategy is the process of developing the corporate future. Unfortunately, it often doesn't generate the required results. This book presents a new 8-step process for creating a strategy that really delivers. For each step, the book describes the key parts of the process, shows how to avoid the potential pitfalls, and points to the most useful strategic models and frameworks. Readers can see the process in actio...

Human resources management (HRM) is a management function concerned with hiring, motivating and maintaining people in an organization. It focuses on people in organizations.