£44.64

This is the most expensive it has ever been. Walk away.

£45 today · previous high £45 · all-time low £43

Routledge Leveraged Marketing Communications: The Importance of Studying the Transfer of Object-to-Brand Associations

Name: Leveraged Marketing Communications: The Importance of Studying the Transfer of Object-to-Brand Associations
Brand: Routledge
Price: 44.64 GBP
Availability: InStock

Call Centre Management

Price Distribution

Price distribution over 71 days • 2 price levels

Days at Price

Current Price

Price Analysis

Most common price: £43 (36 days, 50.7%)

Price range: £43 - £45

Price levels: 2 different prices over 71 days

Description

This comprehensive book features recent works on leveraged marketing communications (LMC)―an intentional pairing of a brand to benefit from the associations the target audience has with the object. LMC conceptually binds a wide range of marketing communication strategies previously studied in isolation: celebrity endorsements, sponsorship, product placements, cause-related marketing, and cobranding. LMC strategies assume that an entity (e.g., Michael Jordan) can be paired with a brand (e.g., Nike) to evoke associations that ultimately enhance brand awareness and evaluations. The collection of chapters in this book examines the association between brands and entities, ideas, and contexts and combines theory and practice to offer new perspectives to help academics, practitioners, and policymakers better understand and apply LMC research. The chapters collectively provide a theoretical framework for building brand equity via linking brands to people, places, and things; examine how marketers can best leverage brand alliances; explore ways to maximize the effectiveness of sponsorship, product placement, corporate social responsibility (CSR), and cause-related marketing; and summarize our knowledge of the various forms of LMC. The chapters in this book were originally published in the International Journal of Advertising.

Product Specifications

Brand: Routledge
Format: paperback
ASIN: 0367725479
Category: Books > Subjects > Business, Finance & Law > Management > Call Centre Management
Domain: Amazon UK
Release Date: 25 September 2023
Listed Since: 29 June 2023

Barcode

No barcode data available

This is the most expensive it has ever been. Walk away.

Routledge Leveraged Marketing Communications: The Importance of Studying the Transfer of Object-to-Brand Associations

Price Distribution

Price Analysis

Description

Product Specifications

Barcode

Similar Products You Might Like

Appraisal and the Transcreation of Marketing Texts: Persuasion in Chinese and English (Routledge Advances in Translation and Interpreting Studies)

Marketing Research for the Tourism, Hospitality and Events Industries

Marketing Applications: Branding, Communications, and Strategy (Legend in Consumer Behavior)

International Marketing (Legend in Marketing)

Mastering Digital Campaigns: How Strategy, Data, and Design Drive Conversions

Marketplaces: Movements, Representations and Practices (Routledge Studies in Urbanism and the City)

Corporate Research Laboratories and the History of Innovation (Routledge Studies in Management, Organizations and Society)

Doing Marketing Research: Alternative Methods for Market Sensing

Authentic Marketing: Combining Human Thinking and Creativity with Technology to Inspire Audiences

Integrated Branding: Becoming Brand-Driven Through Companywide Action

Managerial Marketing: Current Thought (Legend in Marketing)

MARKETING RESEARCHES: MARKETING

Werbung und Verkaufsförderung für Verbraucher: Auswirkungen auf die Markentreue der Verbraucher: Eine Fallstudie aus der FMCG-Branche

International Marketing in Practice: A Case Study Collection (International Cases in Business and Management)

Re-thinking Mediations of Post-truth Politics and Trust: Globality, Culture, Affect (Routledge Studies in Media, Communication, and Politics)

Peopling Marketing, Organization, and Technology: Interactionist Studies in Marketing Interaction (Routledge Studies in Marketing)

The Routledge Companion to Corporate Branding (Routledge Companions in Marketing, Advertising and Communication)

Challenges of Brand Management Today: Essentials, Case Studies, Implications

Supply Chain Behaviors at the Employee Level: How Individuals Within the Supply Chain are Crucial for Adapting to Unexpected Changes

Emerging Trends in Business: An Interdisciplinary Approach

Parainteraktion in den Medien: Linguistische Studien zu Formen medialer Pseudo-Interaktion: 16 (Sprache in Kommunikation Und Medien)

Communication for Digital Product Development: Working Together When the Work is Difficult

Internal Branding Essentials: The Roadmap to Organizational Success

Synergistic Interaction & Cell Responses to Environmental Factors

This is the most expensive it has ever been. Walk away.

Routledge Leveraged Marketing Communications: The Importance of Studying the Transfer of Object-to-Brand Associations

Price History & Forecast

Price Distribution

Price Analysis

Description

Product Specifications

Barcode

Similar Products You Might Like

Appraisal and the Transcreation of Marketing Texts: Persuasion in Chinese and English (Routledge Advances in Translation and Interpreting Studies)

Marketing Research for the Tourism, Hospitality and Events Industries

Marketing Applications: Branding, Communications, and Strategy (Legend in Consumer Behavior)

International Marketing (Legend in Marketing)

Mastering Digital Campaigns: How Strategy, Data, and Design Drive Conversions

Marketplaces: Movements, Representations and Practices (Routledge Studies in Urbanism and the City)

Corporate Research Laboratories and the History of Innovation (Routledge Studies in Management, Organizations and Society)

Doing Marketing Research: Alternative Methods for Market Sensing

Authentic Marketing: Combining Human Thinking and Creativity with Technology to Inspire Audiences

Integrated Branding: Becoming Brand-Driven Through Companywide Action

Managerial Marketing: Current Thought (Legend in Marketing)

MARKETING RESEARCHES: MARKETING

Werbung und Verkaufsförderung für Verbraucher: Auswirkungen auf die Markentreue der Verbraucher: Eine Fallstudie aus der FMCG-Branche

International Marketing in Practice: A Case Study Collection (International Cases in Business and Management)

Re-thinking Mediations of Post-truth Politics and Trust: Globality, Culture, Affect (Routledge Studies in Media, Communication, and Politics)

Peopling Marketing, Organization, and Technology: Interactionist Studies in Marketing Interaction (Routledge Studies in Marketing)

The Routledge Companion to Corporate Branding (Routledge Companions in Marketing, Advertising and Communication)

Challenges of Brand Management Today: Essentials, Case Studies, Implications

Supply Chain Behaviors at the Employee Level: How Individuals Within the Supply Chain are Crucial for Adapting to Unexpected Changes

Emerging Trends in Business: An Interdisciplinary Approach

Parainteraktion in den Medien: Linguistische Studien zu Formen medialer Pseudo-Interaktion: 16 (Sprache in Kommunikation Und Medien)

Communication for Digital Product Development: Working Together When the Work is Difficult

Internal Branding Essentials: The Roadmap to Organizational Success

Synergistic Interaction & Cell Responses to Environmental Factors