Marketing Communications. (2014)

• Record Type: Book
• Further Information: Note: John Egan.
• Authors: Egan, John
• Contents: Chapter 1. Marketing Communications: Past and Present; Chapter 2. Marketing Communications Theory; Chapter 3. Buying Behaviour; Chapter 4. Image and Brand Management; Chapter 5. Marketing Communications Planning; Chapter 6. Understanding Marketing Research; Chapter 7.Campaign Tactics and Management; Chapter 8. Campaign Media and Media Planning; Chapter 9. Advertising; Chapter 10. Sales Promotion; Chapter 11. Public Relations; Chapter 12. Sponsorship and Product Placement; Chapter 13. Direct and Digital Marketing; Chapter 14. Personal Selling, Point-of-Sale and Supportive Communications; Chapter 15. Integrated Marketing Communications; Chapter 16. Internal Communications; Chapter 17. Marketing Channels and Business-to Business Communications; Chapter 18. Ethical Marketing and the Regulatory Environment; Chapter 19. The Communications Industry; Chapter 20. Global Marketing Communications; Chapter 21. The Changing Face of Marketing Communications; Glossary
• Edition: Second Edition
• Publisher Details: London : SAGE Publications Ltd
• Publication Date: 2014
• Extent: 1 online resource (440 pages)
• Languages: English
• ISBNs: 9781473908628; 1473908620
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.