ESCP Europe

"'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..