Marketing communications
/ John Egan.
- Fourth edition.
- 415 pages : illustrations ; 26 cm
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.
9781529781212
2022936332
Communication in marketing Global Marketing strategy Advertising