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Marketing Communications

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Marketing Communications

A European Perspective

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Marketing Communications: A European Perspective by Patrick De Pelsmacker
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Description

Marketing Communications: A European Perspective provides an extensive overview of the key techniques and applications of marketing within a European context.

The book covers all elements of the communications mix, including advertising, public relations, sponsorship, sales promotion, direct marketing, point-of-purchase communications, exhibitions, and personal selling. It also offers up-to-date coverage of e-communication, including e-marketing, mobile marketing, interactive television and relationship marketing.

Building on the success of the third edition, the fourth edition comes fully updated with brand new material on a diverse range of products and brands such as Coke Zero, Twitter and Wii Fit, as well as coverage of topical issues such as the Barack Obama campaign and the EU anti-smoking campaign.  



Table of Contents

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  



Author Biography

Patrick De Pelsmacker holds a PhD in economics (University of Ghent, Belgium). He is Professor of Marketing at the University of Antwerp, Belgium and part-time Professor of Marketing at the University of Ghent. Maggie Geuens holds a PhD in applied economics at the University of Antwerp, Belgium, where she also worked as an assistant professor. Currently she is Professor of Marketing at the University of Ghent. She is the academic director of the Brand Management Centre at the Vlerick Leuven Gent Management School. Joeri Van den Bergh holds a masters degree in marketing (University of Ghent and the Vlerick Leuven Gent Management School). He is a regular teacher in various marketing programmes, has been involved in in-company training and consultancy, and is Secretary of the Board of Ancienne Belgique (AB), one of Europe's leading music venues.
Release date Australia
March 25th, 2010
Country of Publication
United Kingdom
Edition
4th Revised edition
Illustrations
Illustrations (some col.)
Imprint
Financial Times Prentice Hall
Pages
688
Dimensions
195x263x27
ISBN-13
9780273721383
Product ID
3874903

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