000			03164nam a2200265 i 4500
003			MIUC
005			20240209090334.0
008			170516s2015 enka 001 | eng d
020			_a9781446259030
040			_aMIUC _beng _cMIUC
082	0		_a658.802
100	1		_93536 _aEgan, John, _d1952-
245	1	0	_aMarketing communications / _cJohn Egan.
250			_aSecond edition.
260			_aLos Angeles, etc. : _bSAGE, _c2015.
300			_aix, 420 p. : _bill. col. ; _c27 cm.
336			_2rdacontent _atext
504			_aIncludes bibliographical references and index.
505	0		_aCh. 1. Marketing Communications: Past and Present -- Ch. 2. Marketing Communications Theory -- Ch. 3. Buying Behaviour -- Ch. 4. Image and Brand Management -- Ch. 5. Marketing Communications Planning -- Ch. 6. Understanding Marketing Research -- Ch. 7.Campaign Tactics and Management -- Ch. 8. Campaign Media and Media Planning -- Ch. 9. Advertising -- Ch. 10. Sales Promotion -- Ch. 11. Public Relations -- Ch. 12. Sponsorship and Product Placement -- Ch. 13. Direct and Digital Marketing -- Ch. 14. Personal Selling, Point-of-Sale and Supportive Communications -- Ch. 15. Integrated Marketing Communications -- Ch. 16. Internal Communications -- Ch. 17. Marketing Channels and Business-to Business Communications -- Ch. 18. Ethical Marketing and the Regulatory Environment -- Ch. 19. The Communications Industry -- Ch. 20. Global Marketing Communications -- Ch. 21. The Changing Face of Marketing Communications.
520			_aHow many marketing messages do you think you see a day? Why do some stick with us more than others? Why do we all remember the Cadbury's gorilla drummer or the Budweiser Frogs? What do they say about the brand? How will you communicate your own marketing messages just as successfully? In this textbook, John Egan draws on years of both industry and academic experience to explain the why as well as the how of marketing communications. It covers all the essential topics that are relevant to your marketing communications course in a relatable and easy-to-read style. "Insight" boxes provide insight into some of the latest industry practices, and with engaging examples ranging from HSBC to James Bond, to the Arab Spring and One Direction, this textbook will not only provide you with a solid foundation for working "marcoms"; it will make your study fun along the way. For those looking to get ahead of their classmates and other job candidates, the textbook includes coverage of topical issues such as new technologies, ethical marketing and the regulatory environment to help you consider some of the cutting edge debates for assignments and future employment. There is also a companion website with additional study materials to help you go one further and stay ahead of the pack: study.sagepub.com/egan. This textbook is essential reading for all marketing communications courses at undergraduate and postgraduate levels as well as professional courses in Marketing.
650		0	_92866 _aCommunication in marketing
650		0	_936 _aMarketing
650		0	_91343 _aAdvertising
942			_2ddc _cBK