Viser: Marketing Communications
Marketing Communications
John Egan
(2020)
Sprog: Engelsk
Detaljer om varen
- 3. Udgave
- Paperback: 416 sider
- Udgiver: SAGE Publications, Limited (Januar 2020)
- ISBN: 9781526446893
John Egan draws on both his industry and academic background to explain the why as well as the how of marketing communications.
The book takes an industry-driven approach which provides all the theories in the context of application and from a real world perspective. It also uses accessible, straight-forward language and all content is supported by a collection of learning features.
New to this edition:
· New chapters on Digital Marketing and Analytics and Social Media Marketing
· Strong focus on marketing communications analytics
· Update of examples, case studies and references
Online resources for both instructors and students complement the book. These include PowerPoint slides, an Instructors' manual, MCQ's with answers for instructors, a glossary, flashcards, links to relevant websites and videos.
Suitable for marketing students taking a Marketing Communications module as part of their Marketing degree.
Part 1: Essentials of Marketing CommunicationsChapter 1: Introduction to Marketing CommunicationsChapter 2: Marketing Communications TheoryChapter 3: Buying BehaviourChapter 4: Brand CommunicationsPart 2: Managing Campaigns, Media Planning and ResearchChapter 5: Marketing Communications Strategy and PlanningChapter 6: Understanding Marketing ResearchChapter 7: Campaign Tactics and ManagementChapter 8: Campaign Media and Media PlanningPart 3: The Marketing Communications Mix and Omni-ChannelsChapter 9: AdvertisingChapter 10: Digital MarketingChapter 11: Social Media MarketingChapter 12: Sales PromotionChapter 13: Corporate Communications & PRChapter 14: Sponsorship & Product PlacementChapter 15: Personal Selling and Point of SaleChapter 16: Employee Branding & CommunicationsChapter 17: Marketing Channels and Business-to Business CommunicationsPart 4: Industry and Ethics in a Global ContextChapter 18: Global Marketing CommunicationsChapter 19: Ethical Marketing and RegulationChapter 20: The Communications Industry
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