Marketing communications / John Egan.

By:

Egan, John, 1952- [author.]

Material type: Text

TextPublisher: Los Angeles : SAGE, [2023]Edition: Fourth editionDescription: 415 pages : illustrations ; 26 cmISBN:

9781529781212

Subject(s):

DDC classification:

658.8/02 23

LOC classification:

HF5415.123 .E4 2023

Contents:

Marketing Communications: Past and Present — Marketing Communications Theory — Buying Behaviour — Brand Communications — Marketing Communications Strategy and Planning — Understanding Marketing Research — Campaign Tactics and Management — Campaign Media and Media Planning — Advertising — The Internet and the Growth of Digital Marketing — Social Media — Sales Promotion — Public Relations and Corporate Communications — Sponsorship & Product Placement — Personal Selling, Point of Sale, Supportive Communications and Direct Marketing — Employer/Employee Branding and Internal Communications — Marketing Channels and Business-to-Business Communications — Global Marketing Communications — Ethical Marketing and the Regulatory Environment — The Communications Industry

Summary: Marketing Communications is a highly popular textbook which introduces students to the different marketing communications tools, theories and strategies in an easy-to-read way. This fourth edition: Includes updates on how the Covid-19 pandemic has affected the marketing/advertising industries — Features new case studies from companies and brands such as Amazon, Burger King, Facebook and John Lewis — Covers timely topics such as online retailers, social media networks (e.g. TikTok), social media influencers and marketing ethics — This textbook is essential reading for students studying marketing communications or a related topic. John Egan is Professor of Marketing at Regent’s University, London.

List(s) this item appears in: BRANDING

Holdings ( 1 )
Title notes ( 3 )

Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode
Book	TBS Barcelona	HF5415.123 EGA (Browse shelf(Opens below))	1	Available		B05911

Includes bibliographical references and index.

Marketing Communications: Past and Present —
Marketing Communications Theory —
Buying Behaviour —
Brand Communications —
Marketing Communications Strategy and Planning —
Understanding Marketing Research —
Campaign Tactics and Management —
Campaign Media and Media Planning —
Advertising —
The Internet and the Growth of Digital Marketing —
Social Media —
Sales Promotion —
Public Relations and Corporate Communications —
Sponsorship & Product Placement —
Personal Selling, Point of Sale, Supportive Communications and Direct Marketing —
Employer/Employee Branding and Internal Communications —
Marketing Channels and Business-to-Business Communications —
Global Marketing Communications —
Ethical Marketing and the Regulatory Environment —
The Communications Industry

Marketing Communications is a highly popular textbook which introduces students to the different marketing communications tools, theories and strategies in an easy-to-read way.

This fourth edition:

Includes updates on how the Covid-19 pandemic has affected the marketing/advertising industries —
Features new case studies from companies and brands such as Amazon, Burger King, Facebook and John Lewis —
Covers timely topics such as online retailers, social media networks (e.g. TikTok), social media influencers and marketing ethics —
This textbook is essential reading for students studying marketing communications or a related topic.

John Egan is Professor of Marketing at Regent’s University, London.