Book

Egan, John, 1952- author.

Marketing communications / John Egan.

Fourth edition.

Los Angeles : SAGE, [2023]

415 pages : illustrations ; 26 cm

"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."--Publisher's description.

Communication in marketing.

Marketing.

Advertising.

Includes bibliographical references and index.

Essentials of marketing communications. Marketing communications: past and present ; Marketing communications theory ; Buying behaviour ; Brand communications -- Managing campaigns, media planning and research. Marketing communications strategy and planning ; Understanding marketing research ; Campaign tactics and management ; Campaign media and media planning -- Marketing communications mix and omni-channels. Advertising ; The internet and the growth of digital marketing ; Social media ; Sales promotion ; Public relations and corporate communications ; Sponsorship and 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 -- Industry and ethics in a global context. Global marketing communications ; Ethical marketing and the regulatory environment ; The communications industry -- Index.

HF5415.123 .E4 2023

9781529781212

1529781213

9781529781205

1529781205

861052

1

1

1

1

0