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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:   Print book : English : 3rd ed
Database:WorldCat
Summary:
"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  Read more...
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Details

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

Abstract:

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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