Marketing Communications Management: concepts and theories, cases and practice makes critical reflections on the prime issues in integrated marketing communications and is designed to encourage the reader to stop and think about key issues. The author takes a managerial approach to the subject and provides a set of frameworks that facilitate both learning and teaching. A wide range of pedagogical features is included such as sample exam questions, 'stop points', vignettes, and case studies, and a summary of key points concludes each chapter. Most organizations need some form of marketing or corporate communications and this text is designed to service both practitioners and students undertaking formal study. The author addresses strategic and critical issues that dovetail with the current interest in marketing communications as reflected in the media, with particular emphasis given to advertising and sponsorship. * Especially tailored to the higher level needs of the final year student, offering an integrated, managerial approach * Comprehensive global coverage of the topic* Wide range of examples, case studies and vignettes to bring the theory to life

营销传播管理：概念和理论、案例和实践对整合营销传播中的主要问题进行批判性思考，旨在鼓励读者停下来思考关键问题。作者采取了一种管理的方法来处理这个问题，并提供了一套既方便学习又方便教学的框架。课程中包含了广泛的教学特色，如考试样题、“停止点”、小插曲和案例研究，每章都总结了要点。大多数组织都需要某种形式的市场营销或企业传播，本文旨在为从业人员和学生提供服务。作者阐述了与当前媒体对营销传播的兴趣相吻合的战略和关键问题，特别强调广告和赞助。*特别针对高年级学生的更高层次需求，提供综合的管理方法*对主题的全面全球覆盖*广泛的示例、案例研究和小案例，将理论付诸实践