000 03242cam a2200685 a 4500
001 000033470855
003 Ost
005 20090813 .0
008 061103s2007 enk b 001 0 eng
010 _a 2006052745
020 _a9780273706939
020 _a0273706934
020 _a9781844801213
020 _a1844801217
020 _a9780273706939
040 _aCaOTU
_beng
_cDLC
_dCaBVAS
043 _ae------
050 0 0 _aHF5415.123
_b.P45 2006
050 0 0 _aHF5415.123
_b.P45 2007
050 0 0 _aHF5415.123
_b.E39 2007
050 0 0 _aHF 5415.123 .E375 2007
_b.E375 2007
082 0 0 _a658.8/02
_222
082 0 0 _a658.8/02
_222
090 _c2124
_d1847
100 1 _aPelsmacker, Patrick de,
_d1957-
245 1 0 _aMarketing communications :
_ba European perspective /
_cPatrick de Pelsmacker, Maggie Geuens, Joeri van den Bergh.
250 _a3rd ed.
260 _aHarlow, U.K. ;
_aNew York :
_bPrentice Hall,
_c2007.
300 _axviii,610 p., [16] leaves of plates (col.) :
_bill. ;
_c25 cm.
504 _aIncludes bibliographical references and index.
505 0 0 _tIntegrated communications
505 0 0 _tBranding
505 0 0 _tHow marketing communications work
505 0 0 _tTarget groups
505 0 0 _tObjectives
505 0 0 _tBudgets
505 0 0 _tAdvertising
505 0 0 _tMedia planning
505 0 0 _tAdvertising research
505 0 0 _tPublic relations
505 0 0 _tSponsorship
505 0 0 _tSales promotions
505 0 0 _tDirect marketing
505 0 0 _tPoint-of-purchase communications
505 0 0 _tExhibitions and trade fairs
505 0 0 _tPersonal selling
505 0 0 _tE-communication
505 0 0 _tBusiness-to-business communications
505 0 0 _tInternational communications
520 1 _a"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."
650 0 _aCommunication in marketing
_zEurope.
650 0 _aAdvertising.
700 1 _aGeuens, Maggie,
_d1969-
700 1 _aBergh, Joeri van den,
_d1971-
942 _cBOOK
_jHF 5415.123 .E375 2007
999 _c1749
_d1749