Marketing Communications - Brossura

De Pelsmacker, Patrick; Geuens, Maggie; Van Den Bergh, Joeri

Brossura

ISBN 10: 0273638718 ISBN 13: 9780273638711

Casa editrice: Pearson Education Limited, 2000

Riassunto

Marketing Communication is not only one of the most visible and widely discussed instruments of the marketing mix, with an overwhelming impact on both society and business, it is also one of the most fascinating.This textbook offers a comprehensive overview of the cornerstones, techniques and applications of marketing communications in a European context. Chapter coverage includes all elements of the communications mix, including advertising, public relations, sponsorship, sales promotion, direct marketing, point-of-purchase communications, exhibitions, personal selling and the internet. Full attention is given to the role of these elements within the marketing communications plan ensuring that students know which tools to employ at what point. In addition Marketing Communications is extremely user-friendly, including a wealth of examples, mini-cases, chapter summaries, review questions and suggested further reading. Key features of the text include: *a consistent European focus*a European or global case per chapter - many of these cases contain original and in-depth material often provided by marketing executives of the brands discussed. Companies covered include: Pringles, Pepsi

Su questo libro

Product Description:

Book by Pelsmacker Patrick De Geuens Maggie Bergh Joeri Va

Su questa edizione

• Editore: Pearson Education Limited
• Data di pubblicazione: 2000
• ISBN 10: 0273638718
• ISBN 13: 9780273638711
• Rilegatura: Copertina flessibile
• Numero di pagine: 544