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.
Suitable for marketing students taking a Marketing Communications module as part of their Marketing degree.