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Marketing Communications, 3rd Edition, John Egan

RM 160.00
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THIRD EDITION

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

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