The Role of Language and Symbols in Promotional Strategies and Marketing Schemes

The Role of Language and Symbols in Promotional Strategies and Marketing Schemes

Copyright: © 2019 |Pages: 333
ISBN13: 9781522557784|ISBN10: 1522557784|EISBN13: 9781522557791
DOI: 10.4018/978-1-5225-5778-4
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MLA

Epure, Manuela, and Lorena Clara Mihăeş, editors. The Role of Language and Symbols in Promotional Strategies and Marketing Schemes. IGI Global, 2019. https://doi.org/10.4018/978-1-5225-5778-4

APA

Epure, M. & Mihăeş, L. C. (Eds.). (2019). The Role of Language and Symbols in Promotional Strategies and Marketing Schemes. IGI Global. https://doi.org/10.4018/978-1-5225-5778-4

Chicago

Epure, Manuela, and Lorena Clara Mihăeş, eds. The Role of Language and Symbols in Promotional Strategies and Marketing Schemes. Hershey, PA: IGI Global, 2019. https://doi.org/10.4018/978-1-5225-5778-4

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In the increasingly competitive global market, successful and meaningful intercultural advertising plays a key role in reaching out to consumers from diverse language and cultural backgrounds. Therefore, it is crucial for individuals and businesses to be able to navigate the field of marketing communications to cut through the noise in a consumerist society to persuade their target audience.

The Role of Language and Symbols in Promotional Strategies and Marketing Schemes provides emerging research exploring the theoretical and practical aspects of the power of words and symbols used in promotional strategies and marketing schemes. Featuring coverage on a broad range of topics such as shock advertising, branding, and celebrity endorsement, this book is ideally designed for marketers, managers, business professionals, academicians, researchers, and graduate-level students seeking current research on the use of language and symbols in marketing tactics.

Table of Contents

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Front Materials
Title Page
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Copyright Page
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Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series
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Dedication
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Editorial Advisory Board
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Preface
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Acknowledgment
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Chapters
Chapter 1
The Marketing Communication Process
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Understanding the Customer's Behavior: Speaking the Customer's Language
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Chapter 3
Advertising: Words in Context
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Chapter 4
Case Studies  (pages 226-226)
Case Studies
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Back Materials
Compilation of References
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About the Contributors
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Index
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