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Marketing Communications: A European Perspective Book
This book offers a comprehensive overview of the cornerstones, techniques and applications of marketing communications in a European context. Chapter coverage includes all elements of the communications mix, including advertising, public relations, sponsorship, sales promotion, direct marketing, point-of-purchase communications, exhibitions, personal selling and the Internet. Extremely user-friendly, this book is geared toward both undergraduate and postgraduate students who are studying marketing communications. It is also useful for practitioners. The text offers comprehensive pedagogy, including real-world examples, mini-cases, chapter summaries, review questions and suggested further reading. Filled with original and in-depth material, often provided by leading marketing executives, this book offers coverage from brands including: Pringles, Pepsi Max, Mercedes, Pantene, Redbull and Yahoo! Learn how industry leaders deal with emerging issues such as branding, the Internet, B2B marketing and more!Read More
from£N/A | RRP: * Excludes Voucher Code Discount Also available Used from £N/A
- 0273685007
- 9780273685005
- Prof Patrick De Pelsmacker, Prof Maggie Geuens, Joeri Van Den Bergh
- 5 February 2004
- Financial Times/ Prentice Hall
- Paperback (Book)
- 578
- 2
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