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Pelsmacker, Patrick de, 1957-

Marketing communications : a European perspective / Patrick de Pelsmacker, Maggie Geuens, Joeri van den Bergh. - 3rd ed. - Harlow : Financial Times Prentice Hall, 2007. - xviii, 610 p., [16] p. of plates : ill. (some col.) ; 25 cm.

Previous ed.: 2004.

Includes bibliographical references and index.

1.Integrated communications -- 2.Branding -- 3.How marketing communications work -- 4.Target groups -- 5.Objectives -- 6.Budgets -- 7.Advertising -- 8.Media planning -- 9.Advertising research -- 10.Public relations -- 11.Sponsorship -- 12.Sales promotions -- 13.Direct marketing -- 14.Point-of-purchase communications -- 15.Exhibitions and trade fairs -- 16.Personal selling -- 17.E-communication -- 18.Business-to-business communications -- 19.International communication.

Marketing communication has an overwhelming impact on both society and business. This text offers a comprehensive overview of the cornerstones, techniques and applications of marketing communications practice in a European context.

ISBN: 9780273706939 (pbk.) : £40.99 9780273706939

LCCN: 2006052745

Subjects--Topical Terms:
Advertising.
Communication in marketing--Europe
Business and Management.
Sales & marketing

LC Class. No.: HF5415.123

Dewey Class. No.: 658.802 PEL