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
