Marketing Communications

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.

Part 1: Essentials of Marketing Communications
Chapter 1: Introduction to Marketing Communications
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: The Marketing Communications Mix and Omni-Channels
Chapter 9: Advertising
Chapter 10: Digital Marketing
Chapter 11: Social Media Marketing
Chapter 12: Sales Promotion
Chapter 13: Corporate Communications & PR
Chapter 14: Sponsorship & Product Placement
Chapter 15: Personal Selling and Point of Sale
Chapter 16: Employee Branding & 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 Regulation
Chapter 20: The Communications Industry