Egan, John,  1952- <br/><br/>
Marketing communications / 
John Egan. 
 - London :  Thomson Learning,  2007. 
 - xxii, 467 p. :  ill. ;  28 cm. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>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. 
<br/><br/> It blends inspired examples with wide-ranging theories and applications to provide you with a complete introduction to this popular subject. 
<br/><br/><label>ISBN: </label>9781844801213 (pbk.) 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Communication in marketing<br/>Advertising
<br/><br/><label>Dewey Class. No.: </label>658.  / 8 EGA