Marketing Communications

Inbunden, Engelska, 2022

AvJohn Egan

2 699 kr

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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.

Produktinformation

Utgivningsdatum2022-12-23
Mått189 x 246 x undefined mm
Vikt1 420 g
FormatInbunden
SpråkEngelska
Antal sidor432
Upplaga4
FörlagSAGE Publications
ISBN9781529781205

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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.

Essentials of Marketing CommunicationsMarketing Communications: Past and PresentMarketing Communications TheoryBuying BehaviourBrand CommunicationsManaging Campaigns, Media Planning and ResearchMarketing Communications Strategy and PlanningUnderstanding Marketing ResearchCampaign Tactics and ManagementCampaign Media and Media PlanningMarketing Communications Mix and Omni-ChannelsAdvertisingThe Internet and the Growth of Digital MarketingSocial MediaSales PromotionPublic Relations and Corporate CommunicationsSponsorship & Product PlacementPersonal Selling, Point of Sale, Supportive Communications and Direct MarketingEmployer/Employee Branding and Internal CommunicationsMarketing Channels and Business-to-Business CommunicationsIndustry and Ethics in a Global ContextGlobal Marketing CommunicationsEthical Marketing and the Regulatory EnvironmentThe Communications Industry