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The authors not only explain the latest marketing communications theories, but also illustrate them with ample examples, vignettes and 5 in-depth case studies (British Telecom, DeBeers, Oral B, Dow Chemicals and Orange plc) making this an ideal text for MBA and post-experience marketing communications courses.","brand":"WoB","offers":[{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":49573773017361,"sku":"GOR001682806","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"US \/ VERY_GOOD \/ SBYB","offer_id":50351272329489,"sku":"CIN0333921372VG","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"GB \/ NEW \/ INGRAM","offer_id":52473971147025,"sku":"NLS9780333921371","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"GB \/ GOOD \/ INTERNAL","offer_id":52498058051857,"sku":"GOR010658629","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/0333921372.jpg?v=1759230950"},{"product_id":"communicating-globally-book-don-e-schultz-9780844225227","title":"Communicating Globally","description":"This text is designed to help executives position and leverage marketing communication in the global arena and use it to their ongoing strategic advantage. 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And, it's vitally important to the success of your business. As long-time branding authors, educators, and investigators, the Schultz's explode an array of myths that have been passing and passed on as  branding wisdom.  They show that a brand will not rescue a flawed business concept, is not owned by one group or individual, nor does it depend on  media-by-the-ton  spending. The authors show how every successful brand is the sum of relationships between buyer and seller and explain how marketers best communicate with their customers through an integrated approach that reflects the nature of that relationship. Those approaches sets the stage for value-based branding that delivers the best value proposition to customers and increases the bottom-line, financial value of the brand to the organization and its owners and shareholders. That, today, is the  currency  of value-based branding. Getting to it is merely a matter of cutting through all the Brand Babble, all the nonsense about brands and branding that is posing as new marketing insight. This book will be the essential ingredient in more insightful, easier, and, most important, more profitable branding work for both your company and your customers.","brand":"WoB","offers":[{"title":"US \/ GOOD \/ SBYB","offer_id":50353494622481,"sku":"CIN0538727144G","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"GB \/ GOOD \/ INTERNAL","offer_id":51797172289809,"sku":"GOR014406045","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":53231389475089,"sku":"GOR003443692","price":0.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/0538727144.jpg?v=1750783210"},{"product_id":"building-customer-brand-relationships-book-don-e-schultz-9780765617996","title":"Building Customer-brand Relationships","description":"Almost every advertising, promotion, or marketing communications textbook is based on an inside-out approach, focusing on what the marketer wants to communicate to customers and prospects. This text takes a different view - that the marketer and the customer build the ongoing brand value together. Rather than the marketer trying to 'sell', the role of the marketer is to help customer buy. To do that, a customer view is vital and customer insight is essential. Customer insights allow the marketer to understand which audiences are important for a product, what delivery forms are appropriate, and what type of content is beneficial. \"Building Customer-Brand Relationships\" is themed around the four key elements marketing communicators use in developing programs - audiences, brands, delivery, and content - but provides an innovative approach to marketing communications in the 'push-pull' marketplace that combines traditional outbound communications (advertising, sales promotion, direct marketing, and PR) with the inbound or 'pull' media of Internet, mobile communications, social networks, and more. 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