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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. are studying marketing communications but should also useful for practitioners. There are real-world examples, mini-cases, chapter summaries, review questions and suggested further reading. It offers coverage from brands including: Pringles, Pepsi Max, Mercedes, Pantene, Redbull and Yahoo!
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Marketing Communications, Patrick de Pelsmacker, Maggie Geuens, Joeri van den Bergh
- Taal
- Jaar van publicatie
- 2004
- Bindwijze
- (Paperback)
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- Titel
- Marketing Communications
- Ondertitel
- A European Perspective - Second Edition
- Taal
- Engels
- Uitgever
- Financial Times Management
- Jaar van publicatie
- 2004
- Formaat
- Paperback
- Aantal pagina's
- 578
- ISBN10
- 0273685007
- ISBN13
- 9780273685005
- Reeks
- Tags
- Handel
- Beoordeling
- 4,1 van 5
- Aantekening
- 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. are studying marketing communications but should also useful for practitioners. There are real-world examples, mini-cases, chapter summaries, review questions and suggested further reading. It offers coverage from brands including: Pringles, Pepsi Max, Mercedes, Pantene, Redbull and Yahoo!