Marketing Communications
Höfundur:
John Egan (Útgáfa: 4)
Kaup valmöguleikar
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.
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- SAGE Publications, Ltd. (UK)
- 9781529607802
- 9781529781212
- ePub
- 4
- John Egan
- English
- 2022-11-23
- 100
- 30
- 30
Kaflar
- Preface
- About the Author
- Acknowledgements
- Online Resources
- PART 1 Essentials Of Marketing Communications
- 1 Marketing Communications: Past and Present
- 2 Marketing Communications Theory
- 3 Buying Behaviour
- 4 Brand Communications
- PART 2 Managing Campaigns, Media Planning and Research
- 5 Marketing Communications Strategy and Planning
- 6 Understanding Marketing Research
- 7 Campaign Tactics and Management
- 8 Campaign Media and Media Planning
- PART 3 Marketing Communications Mix and Omni-Channels
- 9 Advertising
- 10 The Internet and the Growth of Digital Marketing
- 11 Social Media
- 12 Sales Promotion
- 13 Public Relations and Corporate Communications
- 14 Sponsorship and Product Placement
- 15 Personal Selling, Point of Sale, Supportive Communications and Direct Marketing
- 16 Employer/Employee Branding and Internal Communications
- 17 Marketing Channels and Business-to-Business Communications
- PART 4 Industry and Ethics in a Global Context
- 18 Global Marketing Communications
- 19 Ethical Marketing and the Regulatory Environment
- 20 The Communications industry
- index