Marketing communications : a European perspective / / Patrick de Pelsmacker, Maggie Geuens, Joeri van den Bergh

• Autore: Pelsmacker Patrick De
• Pubblicazione: Harlow, England : , : Pearson, , 2013
• Edizione: Fifth edition.
• Descrizione fisica: 1 online resource (xxi, 615 pages) : illustrartions
• Disciplina: 658.802
• Soggetto topico: Communication in marketing - Europe; Marketing - Europe; Advertising - Europe
• Persona (resp. second.): GeuensMaggie; BerghJoeri Van den
• Note generali: Bibliographic Level Mode of Issuance: Monograph
• Nota di bibliografia: Includes bibliographical references at the end of each chapters and index.
• Sommario/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. 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.
• Titolo autorizzato: Marketing communications
• ISBN: 0-273-77324-0
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910150216203321
• Lo trovi qui: Univ. Federico II
• Serie: Always learning.