Marketing communications : a European perspective / Patrick de Pelsmacker, Maggie Geuens, Joeri van den Bergh.
Material type: TextPublication details: Harlow : Financial Times Prentice Hall, 2007.Edition: 3rd edDescription: xviii, 610 p., [16] p. of plates : ill. (some col.) ; 25 cmISBN:- 9780273706939 (pbk.) :
- 9780273706939
- 658.802 PEL
- HF5415.123
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
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Short Loan | TUS: Midlands, Main Library Athlone General Lending | 658.802 DEP (Browse shelf(Opens below)) | 1 | Available | 209594 | ||
Short Loan | TUS: Midlands, Main Library Athlone General Lending | 658.802 DEP (Browse shelf(Opens below)) | 1 | Available | 208824 | ||
Short Loan | TUS: Midlands, Main Library Athlone General Lending | 658.802 DEP (Browse shelf(Opens below)) | 1 | Available | 208798 | ||
Short Loan | TUS: Midlands, Main Library Athlone General Lending | 658.802 DEP (Browse shelf(Opens below)) | 1 | Available | 208799 | ||
Short Loan | TUS: Midlands, Main Library Athlone General Lending | 658.802 DEP (Browse shelf(Opens below)) | 1 | Available | 207241 |
Previous ed.: 2004.
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.Sales promotions -- 13.Direct marketing -- 14.Point-of-purchase communications -- 15.Exhibitions and trade fairs -- 16.Personal selling -- 17.E-communication -- 18.Business-to-business communications -- 19.International communication.
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.