by John Egan · SAGE Publications Ltd · tapa blanda · ISBN 9781446259030
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«Marketing Communications» is the marketing communications textbook by John Egan, published by SAGE Publications Ltd in hardback (440 pages, in English).
Textbook that explains the theory and practice of marketing communications: advertising, sales promotion, public relations, sponsorship, direct and digital marketing, among other disciplines. It draws on real cases of campaigns and brands such as HSBC, James Bond, the Arab Spring or One Direction, and includes current topics such as new technologies, ethical marketing and the regulatory environment.
Second edition, published in 2015. The author, John Egan, is a professor of marketing and chair of the UK Academy of Marketing.
Recommended as reading for university courses in marketing communications, both undergraduate and postgraduate, and for professional training in marketing.
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