Marketing Communications, 3rd Edition, John Egan

Author

John Egan - Regent's University London

Description

9781526446893

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.

Contents

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