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Egan, J: Marketing Communications

Egan, J: Marketing Communications

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Gewicht:
816 g
Format:
265x198x0 mm
Beschreibung:

How many marketing messages do you think you see a day? Why do some stick with us more than others? Why do we all remember the Cadbury s gorilla drummer or the Budweiser Frogs? What do they say about the brand? How will you communicate your own marketing messages just as successfully?


 


In this textbook, John Egan draws on years of both industry and academic experience to explain the why as well as the how of marketing communications. It covers all the essential topics that are relevant to your marketing communications course in a relatable and easy-to-read style. Insight boxes provide insight into some of the latest industry practices, and with engaging examples ranging from HSBC to James Bond, to the Arab Spring and One Direction, this textbook will not only provide you with a solid foundation for working in marcoms ; it will make your study fun along the way.


 


For those looking to get ahead of their classmates and other job candidates, the textbook includes coverage of topical issues such as new technologies, ethical marketing and the regulatory environment to help you consider some of the cutting edge debates for assignments and future employment. There is also a companion website with additional study materials to help you go one further and stay ahead of the pack: study.sagepub.com/egan


 


This textbook is essential reading for all marketing communications courses at undergraduate and postgraduate levels as well as professional courses in Marketing.

John Egan draws on both his industry and academic background to explain the why as well as the how of marketing communications. In addition to core topics, the book covers key issues such as ethical marketing and the changing face of communications. Global examples include HSBC, James Bond, the Arab Spring and One Direction and there's a companion website with lecturer and student materials.
Chapter 1. Marketing Communications: Past and PresentChapter 2. Marketing Communications TheoryChapter 3. Buying BehaviourChapter 4. Image and Brand ManagementChapter 5. Marketing Communications PlanningChapter 6. Understanding Marketing ResearchChapter 7.Campaign Tactics and ManagementChapter 8. Campaign Media and Media PlanningChapter 9. AdvertisingChapter 10. Sales PromotionChapter 11. Public RelationsChapter 12. Sponsorship and Product PlacementChapter 13. Direct and Digital MarketingChapter 14. Personal Selling, Point-of-Sale and Supportive CommunicationsChapter 15. Integrated Marketing CommunicationsChapter 16. Internal CommunicationsChapter 17. Marketing Channels and Business-to Business CommunicationsChapter 18. Ethical Marketing and the Regulatory EnvironmentChapter 19. The Communications IndustryChapter 20. Global Marketing CommunicationsChapter 21. The Changing Face of Marketing CommunicationsGlossary

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