ESCP Europe

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, including ethics, creativity in advertising, the new consumer groups and trends, are accompanied by a variety of insightful case studies. Marketing Communications: A European Perspective, third edition, is designed to be of use to both undergraduate and postgraduate students of marketing communications. Lecturers and practitioners will also be impressed with the many pedagogical features the text offers: real-world examples, mini-cases, chapter summaries, review questions and comprehensive reading lists for suggested further research. Filled with original, in-depth material, and supported by input from a number of premier marketing executives, Marketing Communications: A European Perspective, third edition, offers coverage from globally-recognised companies and brands, including Microsoft, Ford, Kitkat, McDonalds and Samsung, as well as organisations like Handicap International and UNICEF. from back cover.

1. Integrated communications --- 2. Branding --- 3. How marketing communications work --- 4. Target groups --- 5. Objectives --- 6. Budgets --- 7. Advertising --- 8. Media planning --- 9. Advertising research --- 10. Public relations --- 11. Sponsorship --- 12. Sales promotions --- 13. Direct marketing --- 14. Point-of-purchase communications --- 15. Exhibitions and trade fairs --- 16. Personal selling --- 17. E-communication --- 18. Business-to-business communications --- 19. International communications.