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.

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