Marketing communications

著者

書誌事項

Marketing communications

John Egan

Sage, c2023

4th ed

  • : pbk

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注記

Includes bibliographical references and index

内容説明・目次

内容説明

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.

目次

Essentials of Marketing Communications Marketing Communications: Past and Present Marketing Communications Theory Buying Behaviour Brand Communications Managing Campaigns, Media Planning and Research Marketing Communications Strategy and Planning Understanding Marketing Research Campaign Tactics and Management Campaign Media and Media Planning Marketing Communications Mix and Omni-Channels Advertising The Internet and the Growth of Digital Marketing Social Media Sales Promotion Public Relations and Corporate Communications Sponsorship & Product Placement Personal Selling, Point of Sale, Supportive Communications and Direct Marketing Employer/Employee Branding and Internal Communications Marketing Channels and Business-to-Business Communications Industry and Ethics in a Global Context Global Marketing Communications Ethical Marketing and the Regulatory Environment The Communications Industry

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