ENGLISH

Marketing Communications: A European Perspective

By Patrick De Pelsmacker , Joeri Van Den Bergh , Maggie Geuens

Book information

Publisher
Financial Times Management
Year
2010
ISBN
0273721380, 978-0-273-72138-3, 9780273721420, 0273721429
Language
english
Format
PDF
Filesize
15 MB (16208152 bytes)
Edition
4
Pages
689\689
Orientation
no
Scanned
no
Time added
2012-02-04 16:00:00

Description

Marketing Communications: A European Perspective provides an extensive overview of the key techniques and applications of marketing 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.

Similar books