Marketing Communications

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<p><span>John Egan draws on both his industry and academic background to explain the why as well as the how of marketing communications.</span></p><p><span>The book takes an industry-driven approach which provides all the theories in the context of application and from a real world perspective. It also uses accessible, straight-forward language and all content is supported by a collection of learning features.</span></p><p><span> </span></p><p><span>New to this edition:</span></p><p><span> </span></p><p><span>·        </span><span>New chapters on Digital Marketing and Analytics and Social Media Marketing</span></p><p><span>·        </span><span>Strong focus on marketing communications analytics</span></p><p><span>·        </span><span>Update of examples, case studies and references</span></p><p><strong><span> </span></strong></p><p><span>Online resources for both instructors and students complement the book. These include PowerPoint slides, an Instructors manual, MCQs with answers for instructors, a glossary, flashcards, links to relevant websites and videos.</span></p><p><span> </span></p><p><span>Suitable for marketing students taking a Marketing Communications module as part of their Marketing degree.</span></p>

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