How many marketing messages do you think you see a day? Why do some stick with us more than others? Why do we all remember the Cadbury's gorilla drummer or the Budweiser Frogs? What do they say about the brand? How will you communicate your own marketing messages just as successfully?
In this textbook, John Egan draws on years of both industry and academic experience to explain the why as well as the how of marketing communications. It covers all the essential topics that are relevant to your marketing communications course in a relatable and easy-to-read style. `Insight' boxes provide insight into some of the latest industry practices, and with engaging examples ranging from HSBC to James Bond, to the Arab Spring and One Direction, this textbook will not only provide you with a solid foundation for working in `marcoms'; it will make your study fun along the way.
For those looking to get ahead of their classmates and other job candidates, the textbook includes coverage of topical issues such as new technologies, ethical marketing and the regulatory environment to help you consider some of the cutting edge debates for assignments and future employment. There is also a companion website with additional study materials to help you go one further and stay ahead of the pack: study.sagepub.com/egan
This textbook is essential reading for all marketing communications courses at undergraduate and postgraduate levels as well as professional courses in Marketing.
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.
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