Marketing communications : a European perspective / Patrick de Pelsmacker, Maggie Geuens, Joeri van den Bergh.
Material type:
TextPublication details: Harlow : Financial Times Prentice Hall, 2010.Edition: 4th edDescription: xxiii, 660 p. : col. ill. ; 27 cmISBN: - 9780273721383 (pbk.) :
- 9780273721383 (Paper)
- 658.802 DEP
- 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 | 00212483 | ||
| Short Loan | TUS: Midlands, Main Library Athlone General Lending | 658.802 DEP (Browse shelf(Opens below)) | 1 | Available | 00212481 | ||
| Short Loan | TUS: Midlands, Main Library Athlone General Lending | 658.802 DEP (Browse shelf(Opens below)) | 1 | Available | 00212484 | ||
| Short Loan | TUS: Midlands, Main Library Athlone General Lending | 658.802 DEP (Browse shelf(Opens below)) | 1 | Available | 00212482 |
Previous ed.: 2007.
Includes bibliographical references and index.
Chapter 1- Integrated communications Chapter 2 Branding Chapter 3- How marketing communications work Chapter 4- Target groups Chapter 5- Objectives Chapter 6- Budgets Chapter 7- Advertising Chapter 8- Media Planning Chapter 9- Advertising Research Chapter 10- Public Relations Chapter 11- Sponsorship Chapter 12- Sales promotions Chapter 13- Direct Marketing Chapter 14- Point-of-purchase communications Chapter 15- Exhibitions and trade fairs Chapter 16- Personal Selling Chapter 17- E Communication Chapter 18- 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.