Marketing Communications

Höfundur: John Egan (Útgáfa: 4)
Marketing Communications

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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.

Nánar um bókina

Útgefandi
SAGE Publications, Ltd. (UK)
ISBN
9781529607802
Print ISBN
9781529781212
Format
ePub
Útgáfa
4
Höfundar
John Egan
Tungumál
English
Útgefið
2022-11-23
Prent takmörkun á líftíma
100
Prent takmörkun
30
Afritunar takmörkun
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