Marketing communications, (2^nd Ed.)

'At last!! The latest scientific insights combined with the harsh day-to-day reality. For all those who stand by the need for truly integrated communications and for those who believe that practice makes perfect, you will be surprised how little we know until you read this book.' Fons Van Dyck, Strategy Director, VVL/BBDO Brussels Marketing Communications: A European Perspective offers a comprehensive overview of the cornerstones, techniques and applications of marketing communications in a European context. Chapter coverage includes 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. 'Expert and thought provoking, this stimulating

About the authors Preface Authors' acknowledgements Publisher's acknowledgements 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 communications Name index Subject index