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Marketing Communications

Marketing Communications

Second Edition
Additional resources:

October 2014 | 440 pages | SAGE Publications Ltd

How many marketing messages do you think you see a day? Why do some stick with us more than others? Why do we all remember the Cadbury’s gorilla drummer or the Budweiser Frogs? What do they say about the brand? How will you communicate your own marketing messages just as successfully?


In this textbook, John Egan draws on years of both industry and academic experience to explain the why as well as the how of marketing communications. It covers all the essential topics that are relevant to your marketing communications course in a relatable and easy-to-read style. ‘Insight’ boxes provide insight into some of the latest industry practices, and with engaging examples ranging from HSBC to James Bond, to the Arab Spring and One Direction, this textbook will not only provide you with a solid foundation for working in ‘marcoms’; it will make your study fun along the way.


For those looking to get ahead of their classmates and other job candidates, the textbook includes coverage of topical issues such as new technologies, ethical marketing and the regulatory environment to help you consider some of the cutting edge debates for assignments and future employment. There is also a companion website with additional study materials to help you go one further and stay ahead of the pack:


This textbook is essential reading for all marketing communications courses at undergraduate and postgraduate levels as well as professional courses in Marketing.

Chapter 1. Marketing Communications: Past and Present
Chapter 2. Marketing Communications Theory
Chapter 3. Buying Behaviour
Chapter 4. Image and Brand Management
Chapter 5. Marketing Communications Planning
Chapter 6. Understanding Marketing Research
Chapter 7.Campaign Tactics and Management
Chapter 8. Campaign Media and Media Planning
Chapter 9. Advertising
Chapter 10. Sales Promotion
Chapter 11. Public Relations
Chapter 12. Sponsorship and Product Placement
Chapter 13. Direct and Digital Marketing
Chapter 14. Personal Selling, Point-of-Sale and Supportive Communications
Chapter 15. Integrated Marketing Communications
Chapter 16. Internal Communications
Chapter 17. Marketing Channels and Business-to Business Communications
Chapter 18. Ethical Marketing and the Regulatory Environment
Chapter 19. The Communications Industry
Chapter 20. Global Marketing Communications
Chapter 21. The Changing Face of Marketing Communications


Click for online resources

For Lecturers:
  • Instructor’s Manual
  • PowerPoint slides
  • Additional Case Studies

For Students:

  • Web links
  • Video links

John Egan has done an excellent job in the latest comprehensive edition of Marketing Communications: he combines a compelling writing style and excellent exemplification with stimulating case studies and up-to-date theoretical content. This text is an excellent choice for communication researchers and students studying a programme or module on marketing communications.

Professor Paul Baines
Professor of Political Marketing and Director, Masters in Management Programme, Cranfield University

This book is well written and structured. I like the style which is very accessible to students. Therefore I adopted it although there are already very good books out there.

Mr Bjoern Asmussen
Business School, Oxford Brookes University
September 13, 2016

Excellent pedagogic material, with very relevant and interesting information. A very adequate textbook for first / second year students who want to know more about marketing communications. Some more emphasis on advertisement would have been welcome.

Dr Rodrigo Lucena
School of Service Management, Brighton University
June 21, 2016

A long awaited revised edition of this excellent text

Mrs Kathleen Hughes
School of Marketing, Dublin Institute of Technology
June 14, 2016

The book fits perfectly to the course of Marketing Communications, it has been chosen as the essential book for the next semester as well and has been recommended to other business schools in Denmark.

Mrs Oksana Jørgensen
Marketing , International Business Academy
April 2, 2016

This is essential reading for any marketing student or researcher. It provides a thorough grounding in traditional and contemporary issues and uses current case studies and an engaging style to hook the reader.

Mr Paul Matthews
Business Administration , University College Birmingham
July 27, 2015

A very good and comprehensive book - highly recommended to first year students

Ms Maria Potempski
Derby Business School, Derby University
July 3, 2015

A stylishly written overview which included some interesting and sometimes unusual cases.

Mr Albert Evans
Marketing, Events & Tourism, Greenwich University
June 19, 2015

This a very good book and i will be using it as supplemental literature for my course on CB. The book is rich on insights.
Qeis Kamran

Mr Qeis Kamran
Economics & Management, ISM Interntional School of Management
June 18, 2015

Great easy to read text - used at PG level however the social marketing UG students will benefit from this book also.

Miss Elizabeth Heyworth
Wolverhampton Business School, Wolverhampton University
June 17, 2015

Sample Materials & Chapters

Chapter 13: Direct and Digital Marketing

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ISBN: 9781446259030

ISBN: 9781446259023