000			02354cam a2200289 i 4500
001			22496660
005			20251010083132.0
008			220406s2023 caua b 001 0 eng
010			_a 2022936332
020			_a9781529781212 _q(paperback)
040			_aDLC _beng _erda _cDLC
042			_apcc
050	0	0	_aHF5415.123 _b.E4 2023
082	0	0	_a658.8/02 _223
100			_aEgan, John _d1952- _eauthor.
245	1	0	_aMarketing communications _c/ John Egan.
250			_aFourth edition.
264		1	_aLos Angeles : _bSAGE, _c[2023]
300			_a415 pages : _billustrations ; _c26 cm
504			_aIncludes bibliographical references and index.
505			_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
520			_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.
650		0	_aCommunication in marketing _92094
650		0	_aGlobal Marketing strategy _9503
650		0	_aAdvertising _92839
942			_2lcc
999			_c4580 _d4580