Pelsmacker, Patrick de,  1957- <br/><br/>
Marketing communications :  a European perspective / 
Patrick de Pelsmacker, Maggie Geuens, Joeri van den Bergh. 
 - 5th edition. 
 - Harlow, England :  Pearson,  2013. 
 - 640 pages ;  27 cm 
<br/><br/> Previous ed.: Harlow: Financial Times Prentice Hall, 2010. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>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. 
<br/><br/> 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. 
<br/><br/><label>ISBN: </label>9780273773221 (pbk.) :  £47.99 9780273773221 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Communication in marketing--Europe<br/>Business and Management.<br/>Sales & marketing<br/>Europe
<br/><br/><label>LC Class. No.: </label>HF5415.123 
<br/><br/><label>Dewey Class. No.: </label>658.802 PEL