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Description

John Egan draws on both his industry and academic background to explain the why as well as the how of marketing communications.

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.

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