Egan, John, author.
Marketing communications / John Egan. - Third edition. - London : SAGE Publications Ltd., c2020. - xiv, 398 pages : illustrations ; 25 cm
Includes index.
Part 1 : Essentials of Marketing Communications
Chapter 1 : Marketing Communications : Past and Present
Chapter 2 : Marketing Communications Theory
Chapter 3 : Buying Behavior
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 : Marketing Communications Mix and Omni-Channels
Chapter 9 : Advertising
Chapter 10 : The Internet and the Growth of Digital Marketing
Chapter 11 : Social Media
Chapter 12 : Sales Promotion
Chapter 13 : Public Relations and Corporate Communications
Chapter 14 : Sponsorship and Product Placement
Chapter 15 : Personal Selling, Point of Sale, Supportive Communications and Direct Marketing
Chapter 16 : Employer/Employee Branding and Internal 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 the Regulatory Environment
Chapter 20 : The Communications Industry
In English text.
9781526446893
Communication in marketing.
Marketing.
Advertising.
HF 5415.123 / E33 2020
Marketing communications / John Egan. - Third edition. - London : SAGE Publications Ltd., c2020. - xiv, 398 pages : illustrations ; 25 cm
Includes index.
Part 1 : Essentials of Marketing Communications
Chapter 1 : Marketing Communications : Past and Present
Chapter 2 : Marketing Communications Theory
Chapter 3 : Buying Behavior
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 : Marketing Communications Mix and Omni-Channels
Chapter 9 : Advertising
Chapter 10 : The Internet and the Growth of Digital Marketing
Chapter 11 : Social Media
Chapter 12 : Sales Promotion
Chapter 13 : Public Relations and Corporate Communications
Chapter 14 : Sponsorship and Product Placement
Chapter 15 : Personal Selling, Point of Sale, Supportive Communications and Direct Marketing
Chapter 16 : Employer/Employee Branding and Internal 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 the Regulatory Environment
Chapter 20 : The Communications Industry
In English text.
9781526446893
Communication in marketing.
Marketing.
Advertising.
HF 5415.123 / E33 2020