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Marketing Communications
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Marketing Communications

Third Edition
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Marketing Communications

December 2019 | 416 pages | SAGE Publications Ltd

John Egan draws on both his industry and academic background to explain the why as well as the how of marketing communications.

The book takes an industry-driven approach which provides all the theories in the context of application and from a real world perspective. It also uses accessible, straight-forward language and all content is supported by a collection of learning features.

 

New to this edition:

 

·         New chapters on Digital Marketing and Analytics and Social Media Marketing

·         Strong focus on marketing communications analytics

·         Update of examples, case studies and references

 

Online resources for both instructors and students complement the book.

 

Suitable for marketing students taking a Marketing Communications module as part of their Marketing degree.

 
Part 1: Essentials of Marketing Communications
 
Chapter 1: Introduction to Marketing Communications
 
Chapter 2: Marketing Communications Theory
 
Chapter 3: Buying Behaviour
 
Chapter 4: Brand Communications
 
Part 2: Managing Campaigns, Media Planning and Research
 
Chapter 5: Marketing Communications Strategy and Planning
 
Chapter 6: Understanding Marketing Research
 
Chapter 7: Campaign Tactics and Management
 
Chapter 8: Campaign Media and Media Planning
 
Part 3: The Marketing Communications Mix and Omni-Channels
 
Chapter 9: Advertising
 
Chapter 10: Digital Marketing
 
Chapter 11: Social Media Marketing
 
Chapter 12: Sales Promotion
 
Chapter 13: Corporate Communications & PR
 
Chapter 14: Sponsorship & Product Placement
 
Chapter 15: Personal Selling and Point of Sale
 
Chapter 16: Employee Branding & Communications
 
Chapter 17: Marketing Channels and Business-to Business Communications
 
Part 4: Industry and Ethics in a Global Context
 
Chapter 18: Global Marketing Communications
 
Chapter 19: Ethical Marketing and Regulation
 
Chapter 20: The Communications Industry

Supplements

Click for online resources
https://study.sagepub.com/egan3e

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Paperback
ISBN: 9781526446893
£46.99

Hardcover
ISBN: 9781526446886
£126.00