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.