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More About the Author
Product Description
Emma H Wood, The UK Centre for Events Management, Leeds Metropolitan University
"A good introductory text covering all the key aspects of
marketing communications."
marketing communications."
Product 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.
Inside This Book
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First Sentence
When the question 'what is marketing communications?' is asked the likelihood is that there will be as many answers as there are respondents. Read the first page Browse Sample Pages
Front Cover | Copyright | Table of Contents | Excerpt | Index
When the question 'what is marketing communications?' is asked the likelihood is that there will be as many answers as there are respondents. Read the first page Browse Sample Pages
Front Cover | Copyright | Table of Contents | Excerpt | Index
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Most Helpful Customer Reviews
Format:Paperback
Great read, gives a good insight into marketing from a more contemporary angle. Visual aids make some of the more complex theories understandable.
Format:Paperback
Marketing communications is a great book for people who are studying how communications help with businesses get the right message out to their customers and how is the best way for them to reach their potential customer base.
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