02354cam a2200289 i 4500 22496660 20251010083132.0 220406s2023 caua b 001 0 eng 2022936332 9781529781212 (paperback) DLC eng rda DLC pcc HF5415.123 .E4 2023 658.8/02 23 Egan, John 1952- author. Marketing communications / John Egan. Fourth edition. Los Angeles : SAGE, [2023] 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. Communication in marketing 2094 Global Marketing strategy 503 Advertising 2839 lcc 0 0 lcc 0 0 TBS TBS 2025-03-25 0 HF5415.123 EGA B05911 2025-03-25 1 2025-03-25 1 4580 4580