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Marketing Communications
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Table of Contents

Chapter 1. Marketing Communications: Past and Present Chapter 2. Marketing Communications Theory Chapter 3. Buying Behaviour Chapter 4. Image and Brand Management Chapter 5. Marketing Communications Planning Chapter 6. Understanding Marketing Research Chapter 7.Campaign Tactics and Management Chapter 8. Campaign Media and Media Planning Chapter 9. Advertising Chapter 10. Sales Promotion Chapter 11. Public Relations Chapter 12. Sponsorship and Product Placement Chapter 13. Direct and Digital Marketing Chapter 14. Personal Selling, Point-of-Sale and Supportive Communications Chapter 15. Integrated Marketing Communications Chapter 16. Internal Communications Chapter 17. Marketing Channels and Business-to Business Communications Chapter 18. Ethical Marketing and the Regulatory Environment Chapter 19. The Communications Industry Chapter 20. Global Marketing Communications Chapter 21. The Changing Face of Marketing Communications Glossary

About the Author

Professor John Egan, is Head of the Department of Marketing at Regent's University, London. He is Chair of the Academy of Marketing, the major UK academic marketing organisation, and Chair of the Learning Advisory Group, formally the Senate, of the Chartered Institute of Marketing. He is a Chartered Marketer, a Fellow of the Higher Education Academy and a Freeman of the Worshipful Company of Marketors. Professor Egan has a long publishing career and is the Editor of The Marketing Review and on the editorial boards of the European Journal of Marketing, the Journal of Political Marketing and Marketing, Intelligence & Planning. He has authored books on Marketing Communications and Public Relations and his textbook `Relationship Marketing' is now in its fourth edition and has been translated into Russian, Simple Chinese and Mandarin. He entered academia in 1997 following a career in luxury retailing initially with American Department Stores and later with Mappin & Webb, Crown Silversmiths, and Garrard, Crown Goldsmiths. Prior to his appointment at Regent's University Professor Egan was at London South Bank University where, in addition to his academic marketing responsibilities, he was Faculty Director of Marketing and External Communications responsible for all aspects of marketing in the Faculty.

Reviews

John Egan has done an excellent job in the latest comprehensive edition of Marketing Communications: he combines a compelling writing style and excellent exemplification with stimulating case studies and up-to-date theoretical content. This text is an excellent choice for communication researchers and students studying a programme or module on marketing communications. -- Professor Paul Baines

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