Micael Dahlen is Associate Professor in Business Administration, Centre for Consumer Marketing, Stockholm School of Economics. Fredrik Lange is Assistant Professor, Centre for Consumer Marketing, Stockholm School of Economics. Terry Smith is Senior Lecturer in the Department of Marketing, Tourism and Events Management at the University of Chester.

• List of Cases xiiiPreface xviiPart 1 Introduction To Marketing CommunicationsChapter 1 Introduction to Marketing Communications 2Chapter 2 How Marketing Communications Works 22Part 2 Analysis And Planning For Marketing CommunicationsChapter 3 Analysis of Target Audiences 50Chapter 4 Effects and Objectives 78Chapter 5 Strategy and Planning 102Chapter 6 Strategic Positioning 125Chapter 7 Tactics and Techniques of Positioning 155Part 3 Implementation And Control Of Marketing CommunicationsChapter 8 Building Brand Equity 194Chapter 9 Brand Narrative and Relational Management 236Chapter 10 The Marketing Communications Mix 273Chapter 11 Advertising Strategy 289Chapter 12 Advertising Creativity 318Chapter 13 Media Concepts and Media Planning 353Chapter 14 Public Relations and Hybrid Marketing Communications 389Chapter 15 Sales and Sales Promotion 425Chapter 16 Beyond Traditional Marketing Communications 444Chapter 17 Evaluating Marketing Communications 468Glossary 491References 548Index 571

Micael Dahlen is Associate Professor in Business Administration, Centre for Consumer Marketing, Stockholm School of Economics. Fredrik Lange is Assistant Professor, Centre for Consumer Marketing, Stockholm School of Economics. Terry Smith is Senior Lecturer in the Department of Marketing, Tourism and Events Management at the University of Chester.

• List of Cases xiiiPreface xviiPart 1 Introduction To Marketing CommunicationsChapter 1 Introduction to Marketing Communications 2Chapter 2 How Marketing Communications Works 22Part 2 Analysis And Planning For Marketing CommunicationsChapter 3 Analysis of Target Audiences 50Chapter 4 Effects and Objectives 78Chapter 5 Strategy and Planning 102Chapter 6 Strategic Positioning 125Chapter 7 Tactics and Techniques of Positioning 155Part 3 Implementation And Control Of Marketing CommunicationsChapter 8 Building Brand Equity 194Chapter 9 Brand Narrative and Relational Management 236Chapter 10 The Marketing Communications Mix 273Chapter 11 Advertising Strategy 289Chapter 12 Advertising Creativity 318Chapter 13 Media Concepts and Media Planning 353Chapter 14 Public Relations and Hybrid Marketing Communications 389Chapter 15 Sales and Sales Promotion 425Chapter 16 Beyond Traditional Marketing Communications 444Chapter 17 Evaluating Marketing Communications 468Glossary 491References 548Index 571

Micael Dahlen is Associate Professor in Business Administration, Centre for Consumer Marketing, Stockholm School of Economics. Fredrik Lange is Assistant Professor, Centre for Consumer Marketing, Stockholm School of Economics. Terry Smith is Senior Lecturer in the Department of Marketing, Tourism and Events Management at the University of Chester.

• List of Cases xiiiPreface xviiPart 1 Introduction To Marketing CommunicationsChapter 1 Introduction to Marketing Communications 2Chapter 2 How Marketing Communications Works 22Part 2 Analysis And Planning For Marketing CommunicationsChapter 3 Analysis of Target Audiences 50Chapter 4 Effects and Objectives 78Chapter 5 Strategy and Planning 102Chapter 6 Strategic Positioning 125Chapter 7 Tactics and Techniques of Positioning 155Part 3 Implementation And Control Of Marketing CommunicationsChapter 8 Building Brand Equity 194Chapter 9 Brand Narrative and Relational Management 236Chapter 10 The Marketing Communications Mix 273Chapter 11 Advertising Strategy 289Chapter 12 Advertising Creativity 318Chapter 13 Media Concepts and Media Planning 353Chapter 14 Public Relations and Hybrid Marketing Communications 389Chapter 15 Sales and Sales Promotion 425Chapter 16 Beyond Traditional Marketing Communications 444Chapter 17 Evaluating Marketing Communications 468Glossary 491References 548Index 571