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

By: Contributor(s): Material type: TextTextPublication details: Harlow, England : Pearson, 2013.Edition: 5th editionDescription: 640 pages ; 27 cmISBN:
  • 9780273773221 (pbk.) :
  • 9780273773221
Subject(s): DDC classification:
  • 658.802 PEL
LOC classification:
  • HF5415.123
Contents:
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.Brand activation -- 13.Direct marketing -- 14.Exhibitions and trade fairs -- 15.E-communication -- 16.Ethical issues in marketing communications.
Summary: 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.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
Short Loan TUS: Midlands, Main Library Athlone General Lending 658.802 DEP (Browse shelf(Opens below)) 1 Available 216870
Short Loan TUS: Midlands, Main Library Athlone General Lending 658.802 DEP (Browse shelf(Opens below)) 1 Available 216869
Short Loan TUS: Midlands, Main Library Athlone General Lending 658.802 DEP (Browse shelf(Opens below)) 1 Checked out 05/10/2020 219020

Previous ed.: Harlow: Financial Times Prentice Hall, 2010.

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.Brand activation -- 13.Direct marketing -- 14.Exhibitions and trade fairs -- 15.E-communication -- 16.Ethical issues in marketing communications.

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.

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