John Egan draws on both his industry and academic background to explain the why as well as the how of marketing communications.
The book takes an industry-driven approach which provides all the theories in the context of application and from a real world perspective. It also uses accessible, straight-forward language and all content is supported by a collection of learning features.
New to this edition:
· New chapters on Digital Marketing and Analytics and Social Media Marketing
· Strong focus on marketing communications analytics
· Update of examples, case studies and references
Online resources for both instructors and students complement the book. These include PowerPoint slides, an Instructors&’ manual, MCQ&’s with answers for instructors, a glossary, flashcards, links to relevant websites and videos.
Suitable for marketing students taking a Marketing Communications module as part of their Marketing degree.
- 2020 John Egan
- Book Quality:
- SAGE Publications
- Date of Addition:
- Business and Finance, Nonfiction,
- Usage Restrictions:
- This is a copyrighted book.
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