TY  - BOOK
AU  - Egan,John
TI  - Marketing communications 
SN  - 9781446259030 (paperback)
U1  - 658.802 
PY  - 2015///
CY  - London : 
PB  - Sage Publications Ltd, 
KW  - Marketing
KW  - Advertising
KW  - Communication in marketing
N1  - Chapter 1. Marketing Communications: Past and Present --
Chapter 2. Marketing Communications Theory --
Chapter 3. Buying Behaviour --
Chapter 4. Image and Brand Management --
Chapter 5. Marketing Communications Planning --
Chapter 6. Understanding Marketing Research --
Chapter 7. Campaign Tactics and Management --
Chapter 8. Campaign Media and Media Planning --
Chapter 9. Advertising --
Chapter 10. Sales Promotion --
Chapter 11. Public Relations --
Chapter 12. Sponsorship and Product Placement --
Chapter 13. Direct and Digital Marketing --
Chapter 14. Personal Selling, Point-of-Sale and Supportive Communications --
Chapter 15. Integrated Marketing Communications --
Chapter 16. Internal Communications --
Chapter 17. Marketing Channels and Business-to Business Communications --
Chapter 18. Ethical Marketing and the Regulatory Environment --
Chapter 19. The Communications Industry --
Chapter 20. Global Marketing Communications --
Chapter 21. The Changing Face of Marketing Communications Glossary
N2  - John Egan draws on both his industry and academic background to explain the why as well as the how of marketing communications. In addition to core topics, the book covers key issues such as ethical marketing and the changing face of communications. Global examples include HSBC, James Bond, the Arab Spring and One Direction and there's a companion website with lecturer and student materials
ER  -