000			02063nam a22002657a 4500
003			OSt
005			20220428230036.0
008			220428b ||||| |||| 00| 0 eng d
020			_a9781526446893
040			_aCvSU-CCAT Campus Library. _bEnglish. _cCvSU-CCAT Campus Library. _erda.
050			_aHF 5415.123 _bE33 2020
100			_aEgan, John, author. _94895
245			_aMarketing communications / _cJohn Egan.
250			_aThird edition.
260			_aLondon : _bSAGE Publications Ltd., _cc2020.
300			_axiv, 398 pages : _billustrations ; _c25 cm
504			_aIncludes index.
505			_aPart 1 : Essentials of Marketing Communications Chapter 1 : Marketing Communications : Past and Present Chapter 2 : Marketing Communications Theory Chapter 3 : Buying Behavior Chapter 4 : Brand Communications Part 2 : Managing Campaigns, Media Planning and Research Chapter 5 : Marketing Communications Strategy and Planning Chapter 6 : Understanding Marketing Research Chapter 7 : Campaign Tactics and Management Chapter 8 : Campaign Media and Media Planning Part 3 : Marketing Communications Mix and Omni-Channels Chapter 9 : Advertising Chapter 10 : The Internet and the Growth of Digital Marketing Chapter 11 : Social Media Chapter 12 : Sales Promotion Chapter 13 : Public Relations and Corporate Communications Chapter 14 : Sponsorship and Product Placement Chapter 15 : Personal Selling, Point of Sale, Supportive Communications and Direct Marketing Chapter 16 : Employer/Employee Branding and Internal Communications Chapter 17 : Marketing Channels and Business-to-Business Communications Part 4 : Industry and Ethics in a Global Context Chapter 18 : Global marketing Communications Chapter 19 : Ethical Marketing and the Regulatory Environment Chapter 20 : The Communications Industry
546			_aIn English text.
650			_aCommunication in marketing. _91514
650			_aMarketing. _9128
650			_aAdvertising. _9187
942			_2lcc _cBK _hHF 5415.123 E33 2020 _kCIR
999			_c1622 _d1622