Pelsmacker, Patrick de, 1957-
Marketing communications : a European perspective / Patrick de Pelsmacker, Maggie Geuens, Joeri van den Bergh. - 3rd ed. - Harlow, U.K. ; New York : Prentice Hall, 2007. - xviii,610 p., [16] leaves of plates (col.) : ill. ; 25 cm.
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."
9780273706939 0273706934 9781844801213 1844801217 9780273706939
2006052745
Communication in marketing--Europe.
Advertising.
HF5415.123 / .P45 2006 HF5415.123 / .P45 2007 HF5415.123 / .E39 2007 HF 5415.123 .E375 2007 / .E375 2007
658.8/02 658.8/02
Marketing communications : a European perspective / Patrick de Pelsmacker, Maggie Geuens, Joeri van den Bergh. - 3rd ed. - Harlow, U.K. ; New York : Prentice Hall, 2007. - xviii,610 p., [16] leaves of plates (col.) : ill. ; 25 cm.
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."
9780273706939 0273706934 9781844801213 1844801217 9780273706939
2006052745
Communication in marketing--Europe.
Advertising.
HF5415.123 / .P45 2006 HF5415.123 / .P45 2007 HF5415.123 / .E39 2007 HF 5415.123 .E375 2007 / .E375 2007
658.8/02 658.8/02