John Egan - Regent's University London
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