TY  - BOOK
AU  - Pelsmacker,Patrick de
AU  - Geuens,Maggie
AU  - Bergh,Joeri van den
TI  - Marketing communications: a European perspective 
SN  - 9780273721383 (pbk.) :
AV  - HF5415.123 
U1  - 658.802 DEP 
PY  - 2010///
CY  - Harlow
PB  - Financial Times Prentice Hall
KW  - Marketing
KW  - Europe
KW  - communication
KW  - Communication in marketing
KW  - Business and Management
KW  - ukslc
KW  - Sales & marketing
KW  - thema
N1  - 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
N2  - 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
ER  -