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:

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New chapters on Digital Marketing and Analytics and Social Media Marketing

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Strong focus on marketing communications analytics

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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.