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Marketing communications : a European perspective / Patrick de Pelsmacker, Maggie Geuens, Joeri van den Bergh.
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Edité par Pearson. Harlow - 2021 - Seventh edition.
Learn the techniques and applications of marketing communications in a European context Marketing Communications: A European Perspective,7th Edition,by DePelsmacker,Geuensand Van Den Berghprovides an extensive overview of the key concepts, techniques and applications of marketing communications within a European context. This book provides in-depth coverage of consumer behaviour and branding foundations of marketing communications, and all elements of the communications mix, including advertising, public relations, sponsorship, brand activation, direct marketing and exhibitions. Building on the success of the last edition, the 7th edition uses examples, case studies and research results from various countries, industries and markets to make the concepts more practice orientatedand help you grasp essential facts.?Extensivecase material on global brands like Snickers,Libresse, Guinness, Costco,Baunat, Trooper and Lego have been addedtoreflect the recentdevelopments in marketing communications. Pearson, the world's?learning?company.
About the authors Preface Authors' acknowledgements Publisher's acknowledgements List of acronyms Integrated communications Branding How marketing communications work Marketing communications planning Advertising Online communication Media planning Brand activation Direct marketing Public relations Sponsorship Exhibitions and trade fairs Measuring campaign effectiveness Ethical issues in marketing communications Glossary Index.
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