Publisher's Synopsis
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 ÔÇÿCommunications TheoryÔÇÖ, ÔÇÿAdvertisingÔÇÖ, ÔÇÿSales PromotionÔÇÖ, ÔÇÿPlanningÔÇÖ, ÔÇÿResearchÔÇÖ and ÔÇÿPublic RelationsÔÇÖ through to rarely covered topics such as ÔÇÿInternal MarketingÔÇÖ, ÔÇÿEthical MarketingÔÇÖ and the ÔÇÿRegulatory EnvironmentÔÇÖ. The concluding chapter on ÔÇÿThe Changing Face of Marketing CommunicationsÔÇÖ 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.
