John Egan draws on both his industry and academic background to explain the why as well as the how of marketing communications.


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.





New to this edition:





* New chapters on Digital Marketing and Analytics and Social Media Marketing


* Strong focus on marketing communications analytics


* Update of examples, case studies and references





Online resources for both instructors and students complement the book. These include PowerPoint slides, an Instructors' manual, MCQ's with answers for instructors, a glossary, flashcards, links to relevant websites and videos.





Suitable for marketing students taking a Marketing Communications module as part of their Marketing degree.