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Marketing communications : a European perspective / Patrick de Pelsmacker, Maggie Geuens, Joeri van den Bergh.

By: Contributor(s): Material type: TextTextPublication details: Harlow, U.K. ; New York : Prentice Hall, 2007.Edition: 3rd edDescription: xviii,610 p., [16] leaves of plates (col.) : ill. ; 25 cmISBN:
  • 9780273706939
  • 0273706934
  • 9781844801213
  • 1844801217
  • 9780273706939
Subject(s): DDC classification:
  • 658.8/02 22
  • 658.8/02 22
LOC classification:
  • HF5415.123 .P45 2006
  • HF5415.123 .P45 2007
  • HF5415.123 .E39 2007
  • HF 5415.123 .E375 2007 .E375 2007
Contents:
Integrated communications
Branding
How marketing communications work
Target groups
Objectives
Budgets
Advertising
Media planning
Advertising research
Public relations
Sponsorship
Sales promotions
Direct marketing
Point-of-purchase communications
Exhibitions and trade fairs
Personal selling
E-communication
Business-to-business communications
International communications
Review: "Now in its third edition, Marketing Communications: A European Perspective offers a comprehensive outline of the theories, methodologies and applications of marketing communications in a continental context. All elements of the communications mix are represented here, including advertising, public relations, sponsorship, sales promotion, direct marketing, point-of-purchase communications, exhibitions, personal selling and the Internet. Brand new coverage of emerging topics such as ethics, creativity in advertising, and the 'new' consumer groups and trends are accompanied by a variety of insightful case studies."
Reviews from LibraryThing.com:
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Holdings
Item type Current library Call number Copy number Status Barcode
Books The MUA Library South C campus - Open Collection HF 5415.123 .E375 2007 (Browse shelf(Opens below)) 1 Available 2009-9723
Books The MUA Library South C campus - Open Collection HF 5415.123 .E375 2007 (Browse shelf(Opens below)) 2 Available 2009-9724
Books The MUA Library South C campus - Open Collection HF 5415.123 .E375 2007 (Browse shelf(Opens below)) 3 Available 2009-9725
Books The MUA Library South C campus - Open Collection HF 5415.123 .E375 2007 (Browse shelf(Opens below)) 4 Available 2009-9726

Includes bibliographical references and index.

Integrated communications

Branding

How marketing communications work

Target groups

Objectives

Budgets

Advertising

Media planning

Advertising research

Public relations

Sponsorship

Sales promotions

Direct marketing

Point-of-purchase communications

Exhibitions and trade fairs

Personal selling

E-communication

Business-to-business communications

International communications

"Now in its third edition, Marketing Communications: A European Perspective offers a comprehensive outline of the theories, methodologies and applications of marketing communications in a continental context. All elements of the communications mix are represented here, including advertising, public relations, sponsorship, sales promotion, direct marketing, point-of-purchase communications, exhibitions, personal selling and the Internet. Brand new coverage of emerging topics such as ethics, creativity in advertising, and the 'new' consumer groups and trends are accompanied by a variety of insightful case studies."

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