TY  - BOOK
AU  - Egan, John
TI  - Marketing communications 
SN  - 9781529781212
AV  - HF5415.123 .E4 2023
U1  - 658.8/02 23
PY  - 2023///]
CY  - Los Angeles
PB  - SAGE
KW  - Communication in marketing
KW  - Global Marketing strategy
KW  - Advertising
N1  - 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
N2  - 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.
ER  -