Marketing Communications
eBook - ePub

Marketing Communications

  1. 432 pages
  2. English
  3. ePUB (mobile friendly)
  4. Available on iOS & Android
eBook - ePub

Marketing Communications

About this book

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.

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Yes, you can access Marketing Communications by John Egan in PDF and/or ePUB format, as well as other popular books in Business & Marketing. We have over one million books available in our catalogue for you to explore.

Information

Publisher
SAGE Publications Ltd
Year
2022
Print ISBN
9781529781205
eBook ISBN
9781529607796
Edition
4
Topic
Business
Subtopic
Marketing
Index
Business

Table of contents

  1. Cover
  2. Half Title
  3. Publisher Note
  4. Title Page
  5. Copyright Page
  6. Acknowledgements
  7. Contents
  8. Preface
  9. About the Author
  10. Acknowledgements
  11. Online Resources
  12. Part 1 Essentials Of Marketing Communications
  13. 1 Marketing Communications: Past and Present
  14. 2 Marketing Communications Theory
  15. 3 Buying Behaviour
  16. 4 Brand Communications
  17. PART 2 Managing Campaigns, Media Planning and Research
  18. 5 Marketing Communications Strategy and Planning
  19. 6 Understanding Marketing Research
  20. 7 Campaign Tactics and Management
  21. 8 Campaign Media and Media Planning
  22. PART 3 Marketing Communications Mix and Omni-Channels
  23. 9 Advertising
  24. 10 The internet and the Growth of Digital Marketing
  25. 11 Social Media
  26. 12 Sales Promotion
  27. 13 Public Relations and Corporate Communications
  28. 14 Sponsorship and Product Placement
  29. 15 Personal Selling, Point of Sale, Supportive Communications and Direct Marketing
  30. 16 Employer/Employee Branding and internal Communications
  31. 17 Marketing Channels and Business-to-Business Communications
  32. Part 4 Industry and Ethics In a Global Context
  33. 18 Global Marketing Communications
  34. 19 Ethical Marketing and the Regulatory Environment
  35. 20 The Communications Industry
  36. Index