Unlock the world of Marketing Communications with this accessible and engaging textbook. Combining clear theory with practical insight, it offers dedicated coverage of digital marketing and social media, helping students understand how brands communicate in today’s fast-moving media landscape.
This fully updated 5th edition introduces new material on MarTech, artificial intelligence, the rise of TikTok and the ethics of influencer marketing. Fresh case studies—including examples featuring OpenAI, Google and Perrier water—bring concepts to life and connect them to real-world practice.
Concise, contemporary and comprehensive, this textbook is essential reading for students of Marketing Communications and related subjects.
John Egan is Professor of Marketing at Regent’s University, London.
