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Marketing Communications Management

Marketing Communications Management
Analysis, Planning, Implementation

Second Edition
Additional resources:

October 2014 | 480 pages | SAGE Publications Ltd

Praise for the first edition:


‘An excellent text for exploring marketing communications in the 21st century.’ - Ann Torres, Lecturer in Marketing, National University of Ireland, Galway


‘First rate and comprehensive. This book has got it just right: a rich blend of academic underpinning and practical examples in a very readable style.’ - Martin Evans, Senior Teaching in Marketing, Cardiff Business School, University of Cardiff

This book introduces the core components and concepts of marketing communications for those studying at both undergraduate and postgraduate levels. It covers essential topics such as advertising, direct marketing, corporate communications, public relations, product placement, sales promotion, social media, sponsorship and many more. The author provides a set of managerial frameworks that include analysis, planning and implementation to help prepare those who go on to strategically create and effectively manage marketing communications campaigns.

Every chapter includes Snapshots that help you to apply theory to engaging real-world examples. These include: BMW, Harrods, Levi’s, Lynx, Tesco, Tencent, United Colors of Benetton and Wonga. Additionally, Stop Points encourage you to pause and critically reflect upon the topic for deeper learning and higher grades. The Assignment boxes invite you to test your knowledge in the form of a task based on what you have just read to also help push yourself further.

The Companion Website includes longer case studies, video feeds and other useful web links, a larger glossary of key terms, and links to SAGE journal articles. Password-protected resources are also available to lecturers, including: PowerPoint slides, a tutor manual, activities for the classroom and indicative responses to the assignments and discussion questions provided in each chapter.

Chapter 1: Integrated Marketing Communications and Its Environment
Chapter 2: Theoretical Underpinnings of Marketing Communications
Chapter 3: Buyer Behaviour and Relationships
Chapter 4: Managing the Marketing Communications Mix
Chapter 5: The Marketing Communications Industry
Chapter 6: Ethics and Corporate Social Responsibility in Marketing Communications
Chapter 7: Advertising and Branding
Chapter 8: Message Creation and Execution
Chapter 9: Traditional Media: Characteristics and Planning
Chapter 10: Digital Media: Interaction and Engagement
Chapter 11: Sales Promotions
Chapter 12: Direct Marketing
Chapter 13: Public Relations
Chapter 14: Corporate Communications
Chapter 15: Sponsorship
Chapter 16: Personal Selling
Chapter 17: Marketing Research and Evaluation
Chapter 18: International Marketing Communications


Click for online resources

Lecturer Resources

  • Instructor’s manual 
  • Outline responses to each of the chapter assignments/discussion questions
  • Team activities
  • PowerPoint slides  

 Student Resources

  • Longer case studies
  • SAGE journal articles
  • Video material
  • Web links
  • Glossary of key terms

Copley brings fresh insights to a discipline, where theory can struggle to keep pace with practice.

Mr Brian Lynch
Dept of Adult and Continuing Education, Athlone Institute of Technology
September 6, 2015

Additional reading material for students

Dr Joseph Vella
Marketing , University of Malta
September 4, 2015

While the content is thorough I feel the author could have aimed to develop more visually appealing frameworks. This makes a big difference particularly for undergrad students and other textbooks have made a much bigger effort in this area. Pickton & Broderick (2005) which has unfortunately not been updated since would be a good point of departure to make the book visually more appealing and overall probably a bit more digestible.
Also, recent developments such as native advertising and branded content should be covered.

Bjoern Asmussen
Business School, Oxford Brookes University
April 17, 2015

A well written practical guide to applying marketing communications theories into practice

Ms Elizabeth Lye
Business and Management, Sheffield Hallam University
January 15, 2015

The book is more aimed at strategic marketing management rather than (potential) practitioners in marketing communications (i.e. at advertising agencies, creative departments or sales management). Thus, it is more suitable to the traditional peripheral teaching of Marketing Communications 'for Managers' - rather than for giving any genuine insights into how IMC campaigns and advertisements are created.

Dr Markus Wohlfeil
Norwich Business School, University of East Anglia
January 15, 2015

A detailed overview of marketing communication management.

Mr Michael Parsons
Faculty of Business and Society, University of South Wales
January 6, 2015

Sage College Publishing

You can purchase this book and request an instructor sample on our US College site:

Go To College Site

This title is also available on SAGE Knowledge, the ultimate social sciences online library. If your library doesn’t have access, ask your librarian to start a trial.