Marketing Communications

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.

This textbook comprehensively addresses key fundamental concepts and policies in formulating communication strategies at the corporate, business and operational levels of organisations. It draws on new concepts and emerging business issues in synthesising existing arguments to create strategic communication tools to promote organisational objectives and communication to secure strategic growth.

• PART 1: ESSENTIALS OF MARKETING COMMUNICATIONSChapter 1: Marketing Communications: Past and PresentChapter 2: Marketing Communications TheoryChapter 3: Buying BehaviourChapter 4: Brand CommunicationsPART 2: MANAGING CAMPAIGNS, MEDIA PLANNING AND RESEARCHChapter 5: Marketing Communications Strategy and PlanningChapter 6: Understanding Marketing ResearchChapter 7: Campaign Tactics and ManagementChapter 8: Campaign Media and Media PlanningPART 3: MARKETING COMMUNICATIONS MIX AND OMNI-CHANNELSChapter 9: AdvertisingChapter 10: The Internet and the Growth of Digital MarketingChapter 11: Social MediaChapter 12: Sales PromotionChapter 13: Public Relations and Corporate CommunicationsChapter 14: Sponsorship and Product PlacementChapter 15: Personal Selling, Point of Sale, Supportive Communications and Direct MarketingChapter 16: Employer/Employee Branding and Internal CommunicationsChapter 17: Marketing Channels and Business-to-Business CommunicationsPART 4: INDUSTRY AND ETHICS IN A GLOBAL CONTEXTChapter 18: Global Marketing CommunicationsChapter 19: Ethical Marketing and the Regulatory EnvironmentChapter 20: The Communications Industry