Marketing Communications 5/e

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.

PART 1: ESSENTIALS OF MARKETING COMMUNICATIONS Chapter 1: Marketing Communications: Past and Present Chapter 2: Marketing Communications Theory Chapter 3: Buying Behaviour Chapter 4: Brand Communications PART 2: MANAGING CAMPAIGNS, MEDIA PLANNING AND RESEARCH Chapter 5: Marketing Communications Strategy and Planning Chapter 6: Understanding Marketing Research Chapter 7: Campaign Tactics and Management Chapter 8: Campaign Media and Media Planning PART 3: MARKETING COMMUNICATIONS MIX AND OMNI-CHANNELS Chapter 9: Advertising Chapter 10: The Internet and the Growth of Digital Marketing Chapter 11: Social Media Chapter 12: Sales Promotion Chapter 13: Public Relations and Corporate Communications Chapter 14: Sponsorship and Product Placement Chapter 15: Personal Selling, Point of Sale, Supportive Communications and Direct Marketing Chapter 16: Employer/Employee Branding and Internal Communications Chapter 17: Marketing Channels and Business-to-Business Communications PART 4: INDUSTRY AND ETHICS IN A GLOBAL CONTEXT Chapter 18: Global Marketing Communications Chapter 19: Ethical Marketing and the Regulatory Environment Chapter 20: The Communications Industry

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