Marketing Communications (6th Ed.) A European Perspective
Auteurs : De Pelsmacker Patrick, Geuens Maggie, Van Den Bergh Joeri
Marketing Communications: A European Perspective is the perfect resource for European students of marketing communications. Providing an extensive overview of the key concepts, techniques and applications of the field within a European context, it offers a fresh and comprehensive introduction to the discipline.
Chapter 1 - Integrated communications
Chapter 2 - Branding
Chapter 3 - How marketing communications work
Chapter 4 - Marketing communications planning
Chapter 5 - Advertising
Chapter 6 - Online Communication
Chapter 7 - Media planning
Chapter 8 - Brand Activation
Chapter 9 - Direct marketing
Chapter 10 - Public relations
Chapter 11 - Sponsorship
Chapter 12 - Exhibitions aNd trade fairs
Chapter 13 - Measuring campaign effectiveness
Chapter 14 - Ethical issues in marketing communications
Patrick De Pelsmacker is Professor of Marketing at the University of Antwerp and part-time Professor of Marketing at Ghent University.
Maggie Geuens is Professor of Marketing at Ghent University and affiliated researcher at the Vlerick Business School.
Joeri Van den Bergh is co-founder, managing partner and Gen Y expert of InSites Consulting, a global research agency, and author of How Cool Brands Stay Hot.
The book covers the consumer behaviour and branding foundations of marketing communications, and all elements of the communications mix, including (online) advertising, public relations, sponsorship, brand activation, direct marketing and exhibitions. This thoroughly updated sixth edition covers all the modern developments in the field, constantly relating them to the contemporary European context. A hugely diverse range of products and brands, from Samsung and Speedo to Angry Birds and Abercrombie & Fitch, is covered.
Date de parution : 08-2017
Ouvrage de 648 p.
19.6x26.5 cm
Disponible chez l'éditeur (délai d'approvisionnement : 12 jours).
Prix indicatif 63,80 €
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