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Foundations of marketing communications : a European perspective

Author: Patrick de Pelsmacker; Maggie Geuens; Joeri van den Bergh
Publisher: Harlow, England ; New York : Financial Times/Prentice Hall, 2005.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
"Based on the authoritative and successful Marketing Communications: A European Perspective, 2e, by Patrick De Pelsmacker, Maggie Geuens, and Joeri Van den Bergh, these respected authors provide a fresh and insightful approach to anyone who needs an introduction and accurate view on marketing communications." "Geared to undergraduate and post-graduate students who want to extend their knowledge of various aspects of  Read more...
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Patrick de Pelsmacker; Maggie Geuens; Joeri van den Bergh
ISBN: 0273703862 9780273703860
OCLC Number: 59223912
Notes: Revised edition of: Marketing communications. 2001.
Description: xiv, 328 pages, [8] pages of plates : illustrations (some color) ; 25 cm
Contents: 1. Integrated marketing communications --
2. New marketing communications work --
3. Target groups --
4. Objectives --
5. Budgets --
6. Advertising --
7. Media planning --
8. Advertising research --
9. Sales promotions --
10. Direct marketing --
11. E-communications --
12. Point-of-purchase communications --
13. Public relations of sponsorship.
Responsibility: Patrick De Pelsmacker, Maggie Geuens, Joeri Van den Bergh.

Abstract:

Offers a concise overview of the cornerstones, techniques and applications of marketing communications in a European context. This book is geared towards both undergraduate and postgraduate students  Read more...

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