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:
Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.
Descrizione libro Pearson, 2013. Paperback. Condizione libro: Brand New. 5th ill edition. 615 pages. 10.50x7.75x1.00 inches. In Stock. Codice libro della libreria __0273773224
Descrizione libro Pearson Education Limited, 2013. Paperback. Condizione libro: New. book. Codice libro della libreria 0273773224