Marketing communications : a European perspective / Patrick de Pelsmacker, Maggie Geuens, Joeri van den Bergh.
Material type: TextPublication details: Harlow, England : Pearson, 2013.Edition: 5th editionDescription: 640 pages ; 27 cmISBN:- 9780273773221 (pbk.) :
- 9780273773221
- 658.802 PEL
- HF5415.123
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.