De Pelsmacker, Geuens & Van Den Bergh – Marketing Communications-A European Perspective 7e
English | eBook | Size: 16.56 MB
Learn the techniques and applications of marketing communications in a European context
The seventh edition of Marketing Communications: A European Perspective, by De Pelsmacker, Geuens and Van Den Bergh, provides an extensive overview of the key concepts, techniques and applications of marketing communications within a European context. This book provides in-depth coverage of consumer behaviour and branding foundations of marketing communications, and all elements of the communications mix, including advertising, public relations, sponsorship, brand activation, direct marketing and exhibitions.
Building on the success of the last edition, the 7th edition uses examples, case studies and research results from various countries, industries and markets to make the concepts more practice orientated and help you grasp essential facts. Extensive case material on global brands like Snickers, Libresse, Guinness, Costco, Baunat, Trooper and Lego have been added to reflect the recent developments in marketing communications.
Contents:
About the authors
Preface
Acknowledgments
Acronyms
1 Integrated communications
2 Branding
3 How marketing communications work
4 Marketing communications planning
5 Advertising
6 Media planning
7 Brand activation
8 Direct marketing
9 Public relations
10 Sponsorship
11 Exhibitions and trade fairs
12 Measuring campaign effectiveness
13 Ethical issues in marketing communications
Glossary
Index
Format: PDF
Length: 582 pages
Published: 2021 by Pearson
ISBN-13: 9781292327914
RAPIDGATOR:
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