Marketing communications : a European perspective / Patrick de Pelsmacker

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Marketing communications : a European perspective / Patrick de Pelsmacker

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PELSMACKER, Patrick de. Author | GEUENS, Maggie. Author | VAN DEN BERGH, Joeri. Author

Published by Pearson Education Limited - 2018 , 6th ed.

Library: London

Source : Syracuse

Item type: Book
Language: English

Publication year: 2018
Edition no.: 6th ed.

ISBN: 978-1-292-13576-2

Note

Glossary, list of tables and photographs, review questions, case studies, web sources

"'Marketing Communications: A European Perspective' is the perfect resource for European students of marketing communications. Providing an extensive overview of the key concepts, techniques and applications of the field within a European context, it offers a fresh and comprehensive introduction to the discipline." - from publisher.

About the authors --- Preface --- List of acronyms --- 1. Integrated communications --- 2. Branding --- 3. How marketing communications work --- 4. Marketing communications planning --- 5. Advertising --- 6. Online communication --- 7. Media planning --- 8. Brand activation --- 9. Direct marketing --- 10. Public relations --- 11 Sponsorship --- 12. Exhibitions and trade fairs --- 13. Measuring campaign effectiveness --- 14. Ethical issues in marketing communications..

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