000			01593cam a2200241 4500
001			u8880
003			MYCC
005			20250128151656.0
008			080923s2007 xxka b 001 0 eng d
020			_a9781844801213 (pbk.)
040			_aMYCC _dMYCC _erda
082	0	0	_a658. _b8 EGA
100	1		_aEgan, John, _d1952-
245	1	0	_aMarketing communications / _cJohn Egan.
260			_aLondon : _bThomson Learning, _c2007.
300			_axxii, 467 p. : _bill. ; _c28 cm.
504			_aIncludes bibliographical references and index.
505	0		_a1. 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.
520			_aIt blends inspired examples with wide-ranging theories and applications to provide you with a complete introduction to this popular subject.
650		0	_aCommunication in marketing
650		0	_aAdvertising
942			_2ddc _cBK
999			_c318 _d318