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100   $a20180913d2013      uy             0
101 0 $aeng
135   $aurcnu||||||||
181   $ctxt
182   $cc
183   $acr
200 10$aMarketing communications $ea European perspective /$fPatrick de Pelsmacker, Maggie Geuens, Joeri van den Bergh
205   $aFifth edition.
210  1$aHarlow, England :$cPearson,$d2013.
215   $a1 online resource (xxi, 615 pages) $cillustrartions
225 1 $aAlways Learning
300   $aBibliographic Level Mode of Issuance: Monograph
311   $a0-273-77322-4 
311   $a1-299-71185-5 
320   $aIncludes bibliographical references at the end of each chapters and index.
330   $aMarketing Communications: A European Perspective provides an extensive overview of the key concepts, techniques and applications of marketing communications within a European context.     The book covers all elements of the communications mix, including advertising, public relations, sponsorship, sales promotion, direct marketing, point-of-purchase communications, exhibitions, and personal selling. It also offers up-to-date coverage of e-communication, including e-marketing, mobile marketing, interactive television and relationship marketing.     The fifth edition of Marketing Communications: A European Perspective has been fully updated to include:  A brand new chapter examining ethical issues in marketing communications  Brand new end-of-chapter cases on international companies and organisations such as Mars, UNICEF, Carrefour and many more  Video case material linking key marketing communication theory with the practical issues faced by marketing professionals in a variety of companies  The book is suitable for both undergraduate and postgraduate students of marketing communications.
410  0$aAlways learning.
606   $aCommunication in marketing$zEurope
606   $aMarketing$zEurope
606   $aAdvertising$zEurope
615  0$aCommunication in marketing
615  0$aMarketing
615  0$aAdvertising
676   $a658.802
700   $aPelsmacker$b Patrick De$01234661
702   $aGeuens$b Maggie
702   $aBergh$b Joeri Van den
801  0$bMiAaPQ
801  1$bMiAaPQ
801  2$bMiAaPQ
906   $aBOOK
912   $a9910150216203321
996   $aMarketing communications$92868096
997   $aUNINA