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Marketing communications : a European perspective / Patrick de Pelsmacker, Maggie Geuens, Joeri van den Bergh.

By: Contributor(s): Material type: TextTextPublication 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
Subject(s): DDC classification:
  • 658.802 PEL
LOC classification:
  • HF5415.123
Contents:
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.
Summary: 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.
Holdings
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 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.

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