Marketing Communications

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.

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.

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