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Marketing Communications
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Marketing Communications

Fourth Edition


January 2023 | 520 pages | SAGE Publications Ltd
[Approved by the author 07/04/2022]

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. TikTok), 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.      


 
Essentials of Marketing Communications
 
Marketing 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

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Paperback
ISBN: 9781529781212
$66.00

Hardcover
ISBN: 9781529781205
$179.00