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A comprehensive overview of the cornerstones, techniques and applications of marketing communications in a European context. Chapter coverage includes all elements of the communications mix, including advertising, public relations, sponsorship, sales promotion, direct marketing, point-of-purchase communications, exhibitions, personal selling and the Internet. are studying marketing communications but should also useful for practitioners. There are real-world examples, mini-cases, chapter summaries, review questions and suggested further reading. It offers coverage from brands including: Pringles, Pepsi Max, Mercedes, Pantene, Redbull and Yahoo!
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Marketing Communications, Patrick de Pelsmacker, Maggie Geuens, Joeri van den Bergh
- Language
- Released
- 2004
- Binding
- (Paperback)
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- Title
- Marketing Communications
- Subtitle
- A European Perspective - Second Edition
- Language
- English
- Publisher
- Financial Times Management
- Released
- 2004
- Format
- Paperback
- Pages
- 578
- ISBN10
- 0273685007
- ISBN13
- 9780273685005
- Series
- Rating
- 4.1 out of 5
- Description
- A comprehensive overview of the cornerstones, techniques and applications of marketing communications in a European context. Chapter coverage includes all elements of the communications mix, including advertising, public relations, sponsorship, sales promotion, direct marketing, point-of-purchase communications, exhibitions, personal selling and the Internet. are studying marketing communications but should also useful for practitioners. There are real-world examples, mini-cases, chapter summaries, review questions and suggested further reading. It offers coverage from brands including: Pringles, Pepsi Max, Mercedes, Pantene, Redbull and Yahoo!