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 Communications Chapter 1: Introduction to Marketing Communications Chapter 2: Marketing Communications Theory Chapter 3: Buying Behaviour 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: The Marketing Communications Mix and Omni-Channels Chapter 9: Advertising Chapter 10: Digital Marketing Chapter 11: Social Media Marketing Chapter 12: Sales Promotion Chapter 13: Corporate Communications & PR Chapter 14: Sponsorship & Product Placement Chapter 15: Personal Selling and Point of Sale Chapter 16: Employee Branding & 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 Regulation Chapter 20: The Communications Industry