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Foundations of marketing communications : a European perspective

Author: Patrick de Pelsmacker; Maggie Geuens; Joeri van den Bergh
Publisher: New York : Prentice Hall, 2006.
Edition/Format:   Book : English : 3rd edView all editions and formats
Database:WorldCat
Summary:

Offers an outline of the theories, methodologies and applications of marketing communications in a continental context. This third edition includes coverage of topics such as ethics, creativity in  Read more...

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Document Type: Book
All Authors / Contributors: Patrick de Pelsmacker; Maggie Geuens; Joeri van den Bergh
ISBN: 9780273706939 0273706934
OCLC Number: 181114106
Description: p. cm.
Contents: 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
Responsibility: Patrick de Pelsmacker, Maggie Geuens, Joeri van den Bergh.

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