John Egan - Marketing Communications

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John Egan 2015
This edition published 2015
First edition published by Thomson Learning 2007

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The following case studies are Kim Roberts 2015
Case study 5.1: Magners Original vintage cider
Case study 6.1: The launch of the Amazon Kindle Fire
Case study 14.1: Primark budget fashion in upmarket stores
Case study 15.1: Boots No7 Protect & Perfect anti-ageing serum
Case study 18.1: Bacardi Advertising ethics

Library of Congress Control Number: 2014936261

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ISBN 978-1-4462-5902-3
ISBN 978-1-4462-5903-0 (pbk)

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Contents

ABOUT THE AUTHOR

Professor John Egan is Head of the Department of Marketing at Regents 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 Marketers.

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 Regents 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.

PREFACE

When the first edition of this book was published in 2007 the world of Marketing Communications was a different place. IPhone was launched in that year and Facebook was barely two years old. Digital was in its infancy. In the years in between we seem to have become dominated by digital media. We carry around smart phones and iPads, we watch digital TV (often while surfing social media) and the technologies are converging.

So is this a radically different book from its predecessor? Yes in that no Marketing Communications book can fail to recognise the affect that digital media has had on all the Marketing Communications tools and especially advertising. However, much of the theory behind good communications is still valid today as in the past. Indeed it seems that many of the mistakes of the past are being repeated in the mistaken belief that they will somehow work because its now digital.

So what is different about this edition? It incorporates new thinking in the field of marketing communications building substantially in some areas. The number of chapters remains the same (thus fitting well into modular teaching plans) although the content of several have been rejigged. All the end-chapter case studies have been revised with up-to-date subject matter and more will be made available on the supporting website.

There were many kind words said about the first edition. I believe this one is better and I hope you do too. If you have any comments to make on the book I would be pleased to hear from you.

Professor John Egan

London

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