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Marketing Communications is a highly popular textbook which
introduces students to the different marketing communications
tools, theories and strategies in an easy-to-read way. This fourth
edition: Includes updates on how the Covid-19 pandemic has affected
the marketing/advertising industries Features new case studies from
companies and brands such as Amazon, Burger King, Facebook and John
Lewis Covers timely topics such as online retailers, social media
networks (e.g. TikTok), social media influencers and marketing
ethics This textbook is essential reading for students studying
marketing communications or a related topic. John Egan is Professor
of Marketing at Regent's University, London.
Features transcripts of interviews with key individuals involved in
Public Relations Dedicated guide to the myriad strategies and
techniques involved in PR today. New material reflecting the impact
of new technology and the globalisation of media communications.
Public Relations: contemporary issues and techniques offers a
definitive guide to public relations management. It provides
comprehensive analysis and explanation of a full range of modern PR
techniques, spanning both inhouse and agency practice. The text has
involved fundamental restructuring and updating of existing
material and the incorporation of the new techniques and
strategies, for instance: The use of multimedia techniques in PR
Overseas media and the globalization of media communications The
latest case examples - notably New Labour's rebranding and media
management since 1997, government PR during the 2001 war against
Afghanistan, and the 2002 football World Cup The book presents the
core strategies for successful PR combining this with indepth
advice on implementation and the everyday techniques that every PR
person needs to grasp. With a range of new user-friendly textual
features, the book's practical, how-to focus, wedded to firm
theoretical analysis, makes it the ideal text for those studying
for professionally accredited examinations such as the IPR, CAM and
LCCI awards. It is also a useful aide-memoire for all practising PR
professionals.
Public Relations: contemporary issues and techniques offers a
definitive guide to public relations management. It provides
comprehensive analysis and explanation of a full range of modern PR
techniques, spanning both inhouse and agency practice. The text has
involved fundamental restructuring and updating of existing
material and the incorporation of the new techniques and
strategies, for instance: * The use of multimedia techniques in PR
* Overseas media and the globalization of media communications *
The latest case examples - notably New Labour's rebranding and
media management since 1997, government PR during the 2001 war
against Afghanistan, and the 2002 football World Cup The book
presents the core strategies for successful PR combining this with
indepth advice on implementation and the everyday techniques that
every PR person needs to grasp. With a range of new user-friendly
textual features, the book's practical, how-to focus, wedded to
firm theoretical analysis, makes it the ideal text for those
studying for professionally accredited examinations such as the
IPR, CAM and LCCI awards. It is also a useful aide-memoire for all
practising PR professionals.
Major companies are increasingly coming under fire as they try to
pursue their private business on a public battleground - be it
Shell & Brent Spar, Monsanto & GM foods or BAA &
Heathrow Terminal 5. Private Business-Public Battlegound brings
together two former opponents - Des Wilson, founder of Shelter and
former Chairman of Friends of the Earth & John Egan, former
Chief Executive and 'saviour' of Jaguar and now Chairman of
Tomorrow's Company - to discuss the value of a stakeholder approach
and show how it can help companies operating at the interface
between private and public interest. Together they review recent
cases and controversies and draw on their experience on the board
of BAA to show how this approach can work in practice.
Marketing Communications is a highly popular textbook which
introduces students to the different marketing communications
tools, theories and strategies in an easy-to-read way. This fourth
edition: Includes updates on how the Covid-19 pandemic has affected
the marketing/advertising industries Features new case studies from
companies and brands such as Amazon, Burger King, Facebook and John
Lewis Covers timely topics such as online retailers, social media
networks (e.g. TikTok), social media influencers and marketing
ethics This textbook is essential reading for students studying
marketing communications or a related topic. John Egan is
Professor of Marketing at Regent’s University, London.Â
  Â
Relationship Marketing comprehensively examines relationships in
marketing and how these influence modern marketing strategy and
practice, by critically reviewing and analysing what has been
described as 'marketing's new paradigm'. Established as the key
text in the area, the fourth edition continues to offer an
accessible and authoritative introduction to this increasingly
important subject. It retains its informed coverage of the most
recent and important literature, as well as clearly organising and
structuring the book around its core themes. The new edition
includes a wide range of examples to illuminate the real world
relevance of concepts. In addition, overviews and summaries add
clarity and help consolidate understanding. A complete package of
supplements is available to assist students and instructors in
using this book. Visit www.pearsoned.co.uk/egan to find an
Instructor's Manual, PowerPoint slides, and links to other useful
sites. This book is ideal for undergraduates and postgraduates
taking modules in Relationship Marketing, Customer Services, and
Marketing Communications. It is core reading for the CIM Level 4
module on 'Stakeholder Marketing'.
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Vincent Mallozzi
Hardcover
R828
R689
Discovery Miles 6 890
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