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Marketing communications

Author: John Egan
Publisher: London ; United States : Thomson, 28 cm.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
"Marketing Communications blends inspired examples with wide-ranging theories and applications to provide a complete introduction to this popular subject. Drawing on years of experience in both industry and academia, John Egan provides a fresh approach backed with numerous industry examples. All aspects of modern Marketing Communications are covered, including 'Communications Theory', 'Advertising', 'Sales  Read more...
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Details

Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: John Egan
ISBN: 1844801217 9781844801213
OCLC Number: 172908500
Description: xxii, 467 pages : color illustrations ; c2007
Contents: 1. Marketing communications. --
2. Communications theory. --
3. Buying behaviour. --
4. Image and brand management. --
5. Marketing communication planning. --
6. Understanding marketing research. --
7. Target marketing. --
Campaign tactics and management. --
9. Advertising. --
10. Sales promotion. --
11. Public relations. --
12. Sponsorship and product placement. --
13. Direct marketing and E-Commerce. --
14. Personal selling, point-of-sale and supportive communicaions. --
15. Integrated marketing communications. --
16. Internal marketing. --
17. Marketing channels and business-to-business communications. --
18. Ethical marketing and business-to-business communications. --
19. The communications industry. --
20. Global marketing communications. --
21 The changing face of marketing communications.
Responsibility: John Egan.

Abstract:

Covers the various aspects of modern Marketing Communications, including 'Communications Theory', 'Advertising', 'Sales Promotion', 'Planning', 'Research' and 'Public Relations', 'Internal  Read more...

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1. Marketing Communications: Past and Present. 2. Communications Theory. 3. Buying Behaviour. 4. Image & Brand Management. 5. Marketing Communications Planning. 6. Understanding Marketing Research. Read more...

 
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    schema:description ""Marketing Communications blends inspired examples with wide-ranging theories and applications to provide a complete introduction to this popular subject. Drawing on years of experience in both industry and academia, John Egan provides a fresh approach backed with numerous industry examples. All aspects of modern Marketing Communications are covered, including 'Communications Theory', 'Advertising', 'Sales Promotion', 'Planning', 'Research' and 'Public Relations' through to rarely covered topics such as 'Internal Marketing', 'Ethical Marketing' and the 'Regulatory Environment'. The concluding chapter on 'The Changing Face of Marketing Communications' sets the scene for future developments while detailed further reading and references provide pathways for advanced study. Mini Case Studies in every chapter mix theory with practice while longer end-of-chapter Case Studies with questions summarise student learning within a real-world context. European examples and rich pedagogical features, including learning objectives, review questions and large colour illustrations, ensure students will relate seamlessly with the ideas presented. This dynamic text is ideal for all students studying Marketing Communications, particularly those on undergraduate, postgraduate and Professional Diploma courses."--Publisher."@en ;
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