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Egan, John, 1952-

Marketing communications / John Egan. - London ; United States : Thomson, 28 cm. - xxii, 467 p. : ill. (col.) ; c2007.

Includes bibliographical references and index.

1. Marketing communications. -- 2. Communications theory. -- 3. Buying behaviour. -- 4. Image and brand management. -- 5. Marketing communication planning. -- 6. Understanding marketing research. -- 7. Target marketing. -- Campaign tactics and management. -- 9. Advertising. -- 10. Sales promotion. -- 11. Public relations. -- 12. Sponsorship and product placement. -- 13. Direct marketing and E-Commerce. -- 14. Personal selling, point-of-sale and supportive communicaions. -- 15. Integrated marketing communications. -- 16. Internal marketing. -- 17. Marketing channels and business-to-business communications. -- 18. Ethical marketing and business-to-business communications. -- 19. The communications industry. -- 20. Global marketing communications. -- 21 The changing face of marketing communications.

ISBN: 1844801217 (pbk.) 9781844801213 (pbk.)

Nat. Bib. No.: GBA964060 bnb

Nat. Bib. Agency Control No.: 014547354 Uk

Subjects--Topical Terms:
Communication in marketing.
Marketing.
Advertising.
Comunicación en mercadeo.
Promoción de ventas.
Publicidad.
20150700

LC Class. No.: HF 5415.123 / E28m 2007

Dewey Class. No.: 658.8/02