TY - BOOK ID - 58413529 TI - Marketing communications PY - 2020 SN - 9781526446893 9781526446886 1526471140 1526446898 1526471159 1526471167 152644688X PB - Los Angeles Sage DB - UniCat KW - Communication in marketing KW - Marketing KW - Advertising KW - Marketingcommunicatie UR - https://www.unicat.be/uniCat?func=search&query=sysid:58413529 AB - 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. ER -