02290cam a2200265 i 45000010009000000050017000090080041000260100017000670200031000840400023001150420008001380500025001460820017001711000031001882450044002192500020002632640033002833000040003165040051003565050811004075200729012186500031019476500030019786500016020082249666020251010083132.0220406s2023 caua b 001 0 eng  a 2022936332 a9781529781212q(paperback) aDLCbengerdacDLC apcc00aHF5415.123b.E4 202300a658.8/02223 aEgan, Johnd1952-eauthor.10aMarketing communications c/ John Egan. aFourth edition. 1aLos Angeles :bSAGE,c[2023] a415 pages :billustrations ;c26 cm aIncludes bibliographical references and index. aMarketing 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  aMarketing 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.  0aCommunication in marketing 0aGlobal Marketing strategy 0aAdvertising