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This book provides an extensive overview of the key concepts, techniques and applications of marketing communications within a European context. The book covers all elements of the communications mix, including advertising, public relations, sponsorship, sales promotion, direct marketing, point-of-purchase communications, exhibitions, and personal selling. It also offers up-to-date coverage of e-communication, including e-marketing, mobile marketing, interactive television and relationship marketing.
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Marketing Communications. A European Perspective, Patrick de Pelsmacker, Maggie Geuens, Joeri van den Bergh
- Language
- Released
- 2013
- product-detail.submit-box.info.binding
- (Paperback)
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- Language
- English
- Publisher
- Pearson
- Released
- 2013
- Format
- Paperback
- Pages
- 640
- ISBN10
- 0273773224
- ISBN13
- 9780273773221
- Series
- Rating
- 4.1 out of 5
- Description
- This book provides an extensive overview of the key concepts, techniques and applications of marketing communications within a European context. The book covers all elements of the communications mix, including advertising, public relations, sponsorship, sales promotion, direct marketing, point-of-purchase communications, exhibitions, and personal selling. It also offers up-to-date coverage of e-communication, including e-marketing, mobile marketing, interactive television and relationship marketing.