Marketing communications / John Egan.
Material type:
TextPublication details: London : Thomson Learning, 2007.Description: xxii, 467 p. : ill. ; 28 cmISBN: - 9781844801213 (pbk.)
- 658. 8 EGA
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| 658.575 EYA 2019 REF Hooked : how to build habit-forming products / | 658.7 DAV 2013 REF International logistics: the management of international trade operations | 658.8/02 KIM 2005 REF Blue ocean strategy : how to create uncontested market space and make the competition irrelevant / | 658.8 EGA 2007 REF Marketing communications / | 658.8 ELL 2017 REF Hacking growth : how today's fastest-growing companies drive breakout success | 658.81 STO 2013 REF The everything store / | 658.816 NAG 2010 REF The strategy and tactics of pricing : a guide to growing more profitably / |
Includes bibliographical references and index.
1. Marketing communications. -- 2. Communications theory. -- 3. Buying behaviour. -- 4. Image and brand management. -- 5. Marketing communication planning. -- 6. Understanding marketing research. -- 7. Target marketing. -- Campaign tactics and management. -- 9. Advertising. -- 10. Sales promotion. -- 11. Public relations. -- 12. Sponsorship and product placement. -- 13. Direct marketing and E-Commerce. -- 14. Personal selling, point-of-sale and supportive communicaions. -- 15. Integrated marketing communications. -- 16. Internal marketing. -- 17. Marketing channels and business-to-business communications. -- 18. Ethical marketing and business-to-business communications. -- 19. The communications industry. -- 20. Global marketing communications. -- 21 The changing face of marketing communications.
It blends inspired examples with wide-ranging theories and applications to provide you with a complete introduction to this popular subject.
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