1. Communications barriers and planning the Integrated Marketing Communications (IMC); 2. Principles of generating insights; 3. Principles of brand positioning; 4. Principles of media planning and budgeting in advertising; 5. Traditional and digital media; 6. Principles of advertising creativity; 7. Planning and executing the creative appeal; 8. Principles of social influence; 9. Principles of using public relations, corporate reputation and sponsorship; 10. Principles of influence in personal selling; 11. Principles of direct marketing and sales promotion; 12. Principles of advertising: pretesting and campaign tracking; 13. An integrative review.
Explains the principles and practice of implementing an effective marketing strategy using a variety of channels and techniques.
Lawrence Ang is Associate Professor in Marketing at Macquarie University, Australia. Prior to joining the Department of Marketing and Management in June 2007, Lawrence was a faculty member at the Macquarie Graduate School of Management (MGSM); and before that, he worked for many years as a senior marketing research consultant and manager.
'I really like the book and the approach, it's refreshingly
different which is what I have been looking for. It is also not
American-saturated which is a great relief ... The book reads very
well and is properly oriented into marketing thinking not
advertising. ... What appeals to me most about Lawrence's book is
the strong marketing focus - I teach marketing students not
advertising students so have been wanting a text that focuses on
aspects marketers want to know about! The thinking questions are
also excellent and I will be using those to help me put the
assignments together.' Kate Jones, Auckland University of
'Highlights of the book include its engaging writing style and its judicious use of evidence to support theories and claims. Its length is suitable for teaching needs, and I will be recommending it to colleagues.' Robert East, Kingston Business School, Kingston University London