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Marketing Communications
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Marketing Communications

Fifth Edition
November 2026 | 584 pages | SAGE Publications Ltd
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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.

 
PART 1: ESSENTIALS OF MARKETING COMMUNICATIONS
 
Chapter 1: Marketing Communications: Past and Present
 
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: MARKETING COMMUNICATIONS MIX AND OMNI-CHANNELS
 
Chapter 9: Advertising
 
Chapter 10: The Internet and the Growth of Digital Marketing
 
Chapter 11: Social Media
 
Chapter 12: Sales Promotion
 
Chapter 13: Public Relations and Corporate Communications
 
Chapter 14: Sponsorship and Product Placement
 
Chapter 15: Personal Selling, Point of Sale, Supportive Communications and Direct Marketing
 
Chapter 16: Employer/Employee Branding and Internal 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 the Regulatory Environment
 
Chapter 20: The Communications Industry

This textbook comprehensively addresses key fundamental concepts and policies in formulating communication strategies at the corporate, business and operational levels of organisations. It draws on new concepts and emerging business issues in synthesising existing arguments to create strategic communication tools to promote organisational objectives and communication to secure strategic growth.

Dr Felix Nana Kofi Ofori
Accounting, University of Sunderland in London
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