Marketing Communications: A European Perspective - Brossura

De Pelsmacker, Patrick

Brossura

ISBN 10: 0273773224 ISBN 13: 9780273773221

Casa editrice: Pearson Education, 2013

Riassunto

Marketing Communications: A European Perspective provides an extensive overview of the key concepts, techniques and applications of marketing communications within a European context. The book covers all elements of the communications mix, including advertising, public relations, sponsorship, sales promotion, direct marketing, point-of-purchase communications, exhibitions, and personal selling. It also offers up-to-date coverage of e-communication, including e-marketing, mobile marketing, interactive television and relationship marketing. Building on the success of the third edition, the fourth edition comes fully updated with brand new material on a diverse range of products and brands such as Coke Zero, Twitter and Wii Fit, as well as coverage of topical issues such as the Barack Obama campaign and the EU anti-smoking campaign. The fifth edition of Marketing Communications: A European Perspective has been fully updated to include: A brand new chapter examining ethical issues in marketing communications Brand new end-of-chapter cases on international companies and organisations such as Mars, UNICEF, Carrefour and many more Video case material linking key marketing communication theory with the practical issues faced by marketing professionals in a variety of companies The book is suitable for both undergraduate and postgraduate students of marketing communications

Su questo libro

Dalla quarta di copertina:

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.

 

The book covers all elements of the communications mix, including advertising, public relations, sponsorship, brand activation, direct marketing and exhibitions. This thoroughly updated fifth edition covers all the modern developments in the field, constantly relating them to the contemporary European context. A hugely diverse range of products and brands, from Samsung and Speedo to Angry Birds and Abercrombie & Fitch, is covered.

 

The book is suitable for both undergraduate and postgraduate students of marketing communications.

 

About the authors

 

Patrick De Pelsmacker is Professor of Marketing at the University of Antwerp and part-time Professor of Marketing at Ghent University.

Maggie Geuens is Professor of Marketing at Ghent University and affiliated researcher at the Vlerick Business School.

Joeri Van den Bergh is co-founder, managing partner and Gen Y expert of InSites Consulting, a global research agency, and author of How Cool Brands Stay Hot.

Su questa edizione

• Editore: Pearson Education
• Data di pubblicazione: 2013
• ISBN 10: 0273773224
• ISBN 13: 9780273773221
• Rilegatura: Copertina flessibile
• Numero di pagine: 615