Marketing Communications - Couverture souple

De Pelsmacker, Patrick; Geuens, Maggie; Van Den Bergh, Joeri

Couverture souple

ISBN 10 : 0273638718 ISBN 13 : 9780273638711

Editeur : Pearson Education Limited, 2000

Synopsis

Marketing Communication is not only one of the most visible and widely discussed instruments of the marketing mix, with an overwhelming impact on both society and business, it is also one of the most fascinating. This textbook offers a comprehensive overview of the cornerstones, techniques and applications of marketing communications in a European context Separate chapters cover all elements of the marketing mix, including public relations, sponsorship, sales promotion, direct marketing, point-of-purchase communications, exhibitions, personal selling and the internet. Full attention is given to the role of these elements within the marketing communications plan ensuring that students now which tools to employ at what point. In addition Marketing Communications is extremely user-friendly, including a wealth of examples, mini-cases, chapter summaries, review questions and suggested further reading.

A propos du livre

Quatrième de couverture

Marketing Communications: A European Perspective provides an extensive overview of the key concepts, techniques and applications of marketing communications 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.  

New to this edition:

• A brand new chapter examining ethical issues in marketing communications.

• Brand new end-of-chapter cases on international companies and organisations such as Mars, UNICEF, Carrefour and many more.

• Video case material linking key marketing communication theory with the practical issues faced by marketing professionals in a variety of companies.

The book is suitable for both undergraduate and postgraduate students of marketing communications.

About the authors

Patrick De Pelsmacker is Professor of Marketing at the University of Antwerp, Belgium and part-time Professor of Marketing at the University of Ghent, Belgium.

Maggie Geuens is Professor of Marketing at the University of Ghent, Belgium. She is also the academic director of the Brand Management Centre at the Vlerick Leuven Gent Management School.

Joeri Van den Bergh is one of the founders and managing partners of InSites Consulting, an Internet research and consultancy firm. He is a regular teacher in various marketing programmes, and has been involved in in-company training and consultancy.

 

 

Détails de l'édition

• Éditeur: Pearson Education Limited
• Date d'édition: 2000
• Langue: anglais
• ISBN 10: 0273638718
• ISBN 13: 9780273638711
• Reliure: Broché
• Nombre de pages: 544
• Coordonnées du fabricant: non disponible
• Personne responsable: Pearson; riccardo.bacigalupo@sanoma.it; ; Sanoma Italia Via Arconati, 1 �; Milano; Italie