Marketing Communications
Autor John Eganen Limba Engleză Paperback – 13 ian 2023
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
John Egan is Professor of Marketing at Regent’s University, London.
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Specificații
ISBN-13: 9781529781212
ISBN-10: 1529781213
Pagini: 520
Dimensiuni: 189 x 246 x 24 mm
Greutate: 0.77 kg
Ediția:Fourth Edition
Editura: SAGE Publications
Colecția Sage Publications Ltd
Locul publicării:London, United Kingdom
ISBN-10: 1529781213
Pagini: 520
Dimensiuni: 189 x 246 x 24 mm
Greutate: 0.77 kg
Ediția:Fourth Edition
Editura: SAGE Publications
Colecția Sage Publications Ltd
Locul publicării:London, United Kingdom
Cuprins
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
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
Notă biografică
Content creator and marketing strategist John Egan entered the content marketing business in 2010 as editor in chief at Bankrate Insurance. Later, John served as editor in chief at SpareFoot (now part of Storable) and LawnStarter. He developed content marketing programs for all three companies.John, founder of Jawhawk Media, has been a content marketing entrepreneur since 2017. His clients include Forbes Advisor, Experian, Bankrate, and The Balance. John earned his master's degree in communication from Southern New Hampshire University.Learn more online: www.johnegan.net.
Descriere
An introduction to the marketing communications tools, theories and strategies in an easy-to-read way.