マーケティング・コミュニケーション（第４版） Marketing Communications（Fourth Edition）

著者名：Egan, John

SAGE Publications Ltd（2022/11/23発売）

• 言語：ENG
• ISBN：9781529781212
• eISBN：9781529607796

Description

Marketing Communications is a highly popular textbook which introduces students to the different marketing communications tools, theories and strategies in an easy-to-read way.

This fourth edition:

• Includes updates on how the Covid-19 pandemic has affected the marketing/advertising industries

• Features new case studies from companies and brands such as Amazon, Burger King, Facebook and John Lewis

• Covers timely topics such as online retailers, social media networks (e.g. TikTok), social media influencers and marketing ethics

This textbook is essential reading for students studying marketing communications or a related topic.

John Egan is Professor of Marketing at Regent’s University, London.      

Table of Contents

Essentials of Marketing Communications
Marketing Communications: Past and Present
Marketing Communications Theory
Buying Behaviour
Brand Communications
Managing Campaigns, Media Planning and Research
Marketing Communications Strategy and Planning
Understanding Marketing Research
Campaign Tactics and Management
Campaign Media and Media Planning
Marketing Communications Mix and Omni-Channels
Advertising
The Internet and the Growth of Digital Marketing
Social Media
Sales Promotion
Public Relations and Corporate Communications
Sponsorship & Product Placement
Personal Selling, Point of Sale, Supportive Communications and Direct Marketing
Employer/Employee Branding and Internal Communications
Marketing Channels and Business-to-Business Communications
Industry and Ethics in a Global Context
Global Marketing Communications
Ethical Marketing and the Regulatory Environment
The Communications Industry