Marketing communications : a European perspective / Patrick de Pelsmacker, Maggie Geuens, Joeri van den Bergh.
By: Pelsmacker, Patrick de
Contributor(s): Geuens, Maggie | Bergh, Joeri van den
Material type:
TextPublisher: Harlow, U.K. ; New York : Prentice Hall, 2007Edition: 3rd edDescription: xviii,610 p., [16] leaves of plates (col.) : ill. ; 25 cmISBN: 9780273706939; 0273706934; 9781844801213; 1844801217; 9780273706939Subject(s): Communication in marketing -- Europe | AdvertisingDDC classification: 658.8/02 | 658.8/02 LOC classification: HF5415.123 | .P45 2006HF5415.123 | .P45 2007HF5415.123 | .E39 2007HF 5415.123 .E375 2007 | .E375 2007| Item type | Current location | Call number | Copy number | Status | Date due | Barcode |
|---|---|---|---|---|---|---|
| Books | The MUA Library South C campus - Open Collection | HF 5415.123 .E375 2007 (Browse shelf) | 1 | Available | 2009-9723 | |
| Books | The MUA Library South C campus - Open Collection | HF 5415.123 .E375 2007 (Browse shelf) | 2 | Available | 2009-9724 | |
| Books | The MUA Library South C campus - Open Collection | HF 5415.123 .E375 2007 (Browse shelf) | 3 | Available | 2009-9725 | |
| Books | The MUA Library South C campus - Open Collection | HF 5415.123 .E375 2007 (Browse shelf) | 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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