Title:
Marketing communications
Author:
Egan, John, 1952- author.
ISBN:
9781529781205
9781529781212
Personal Author:
Edition:
Fourth edition.
Physical Description:
415 pages : illustrations (black and white, and colour) ; 25 cm
General Note:
Previous edition: 2020.
Available:*
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Summary
Summary
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 ethicsThis textbook is essential reading for students studying marketing communications or a related topic.
John Egan is Professor of Marketing at Regent's University, London.
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