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. Tik Tok), 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.
€64.99
İçerik tablosu
Essentials of Marketing CommunicationsMarketing 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 & 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
Yazar hakkında
Professor John Egan, is Head of the Department of Marketing at Regent’s University, London. He is Chair of the Academy of Marketing, the major UK academic marketing organisation, and Chair of the Learning Advisory Group, formally the Senate, of the Chartered Institute of Marketing. He is a Chartered Marketer, a Fellow of the Higher Education Academy and a Freeman of the Worshipful Company of Marketors.Professor Egan has a long publishing career and is the Editor of The Marketing Review and on the editorial boards of the European Journal of Marketing, the Journal of Political Marketing and Marketing, Intelligence & Planning. He has authored books on Marketing Communications and Public Relations and his textbook ‘Relationship Marketing’ is now in its fourth edition and has been translated into Russian, Simple Chinese and Mandarin.He entered academia in 1997 following a career in luxury retailing initially with American Department Stores and later with Mappin & Webb, Crown Silversmiths, and Garrard, Crown Goldsmiths. Prior to his appointment at Regent’s University Professor Egan was at London South Bank University where, in addition to his academic marketing responsibilities, he was Faculty Director of Marketing and External Communications responsible for all aspects of marketing in the Faculty.Bu e-kitabı satın alın ve 1 tane daha ÜCRETSİZ kazanın!
Dil İngilizce ● Biçim PDF ● Sayfalar 432 ● ISBN 9781529607819 ● Dosya boyutu 10.8 MB ● Yayımcı SAGE Publications ● Kent London ● Ülke GB ● Yayınlanan 2022 ● Baskı 4 ● İndirilebilir 24 aylar ● Döviz EUR ● Kimlik 8683733 ● Kopya koruma Adobe DRM
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