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. Tik Tok), 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.