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Marketing Communications John Egan

Marketing Communications von John Egan

Marketing Communications John Egan

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Zusammenfassung

John Egan draws on both his industry and academic background to explain the why as well as the how of marketing communications.

Marketing Communications Zusammenfassung

Marketing Communications John Egan

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.

Über John Egan

Professor John Egan, is Head of the Department of Marketing at Regent's University, London. He is Chair of the Academy of Marketing, the major UK academic marketing organisation, and Chair of the Learning Advisory Group, formally the Senate, of the Chartered Institute of Marketing. He is a Chartered Marketer, a Fellow of the Higher Education Academy and a Freeman of the Worshipful Company of Marketors. Professor Egan has a long publishing career and is the Editor of The Marketing Review and on the editorial boards of the European Journal of Marketing, the Journal of Political Marketing and Marketing, Intelligence & Planning. He has authored books on Marketing Communications and Public Relations and his textbook 'Relationship Marketing' is now in its fourth edition and has been translated into Russian, Simple Chinese and Mandarin. He entered academia in 1997 following a career in luxury retailing initially with American Department Stores and later with Mappin & Webb, Crown Silversmiths, and Garrard, Crown Goldsmiths. Prior to his appointment at Regent's University Professor Egan was at London South Bank University where, in addition to his academic marketing responsibilities, he was Faculty Director of Marketing and External Communications responsible for all aspects of marketing in the Faculty.

Inhaltsverzeichnis

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

Zusätzliche Informationen

GOR011544124
9781526446893
1526446898
Marketing Communications John Egan
John Egan
Gebraucht - Sehr Gut
Broschiert
SAGE Publications Ltd
20191218
416
N/A
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