Marketing Communications

5. Revised Auflage 2026
ISBN: 978-1-0362-1481-4
Verlag: SAGE Publications Ltd

Buch, Englisch, 584 Seiten, Format (B × H): 189 mm x 246 mm

Unlock the world of Marketing Communications with this accessible and engaging textbook. Combining clear theory with practical insight, it offers dedicated coverage of digital marketing and social media, helping students understand how brands communicate in today’s fast-moving media landscape.

This fully updated 5th edition introduces new material on MarTech, artificial intelligence, the rise of TikTok and the ethics of influencer marketing. Fresh case studies—including examples featuring OpenAI, Google and Perrier water—bring concepts to life and connect them to real-world practice.

Concise, contemporary and comprehensive, this textbook is essential reading for students of Marketing Communications and related subjects.

John Egan is Professor of Marketing at Regent’s University, London.

Autoren/Hrsg.

Egan, John

Inhaltsverzeichnis

PART 1: ESSENTIALS OF MARKETING COMMUNICATIONS

Chapter 1: Marketing Communications: Past and Present

Chapter 2: Marketing Communications Theory
Chapter 3: Buying Behaviour

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

Über Autor(innen)

Egan, John
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.