Marketing Communications: A European Perspective

by ProfPatrickDePelsmacker (Author), ProfMaggieGeuens (Author), JoeriVanDenBergh (Author)

• Used

  Paperback
  2010

  $3.36

  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.

• Used

  Paperback
  2006

  $5.48

  Marketing Communications: A European Perspective, third edition, covers all elements of the communications mix, including advertising, public relations, sponsorship, sales promotion, direct marketing, point-of-purchase communications, exhibitions, personal selling and the Internet. Filled with original, in-depth material, and supported by input from a number of premier marketing executives, Marketing Communications: A European Perspective, third edition, offers coverage from globally-recognised companies and brands, including Microsoft, Ford, Kitkat, McDonald's This book is designed to be of use to both undergraduate and postgraduate students of marketing communications.