Foundations of Marketing Communications: A European Perspective - Couverture souple

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

Couverture souple

ISBN 10 : 0273703862 ISBN 13 : 9780273703860

Editeur : Pearson Education Limited, 2005

Synopsis

Foundations of Marketing Communications offers a concise overview of the cornerstones, techniques and applications of marketing communications in a European context. Based on the authoritative and successful Marketing Communications: A European Perspective 2nd edition, this book is geared towards both undergraduate and postgraduate students who want to extend their knowledge of marketing communications

A propos du livre

Quatrième de couverture

Back cover copy- Foundations of Marketing Communications: A European Perspective

'If you don�??t know where to go, any road can lead you there. Foundations of Marketing Communications: A European Perspective explains and teaches you which roads to take if you want to achieve success in the field of marketing communications. A "must-read" for all communication students; a "must-always-have-nearby" for all communication professionals. Wherever you go, go with this guide.'

Marc Michils, CEO, Saatchi & Saatchi Quattro

 

'The future of brands is in establishing strong connections with their core consumers. This requires more than the �??4 Ps�?? and more than �??above-the-line.�?? It is about building on all �??brand-touch points�?? or �??brand connection points�??. This book contains ideas and best practice cases on how to do it right. Enjoy!' Jean-Luc Charlier, Vice President, Global Commercial Services, InBev

 

Looking for a concise, yet comprehensive overview of the cornerstones, techniques and applications of marketing communications in a European context? Based on the authoritative and successful Marketing Communications: A European Perspective, 2e, by Patrick De Pelsmacker, Maggie Geuens, and Joeri Van den Bergh, these respected authors provide a fresh and insightful approach to anyone who needs an introduction and accurate view on marketing communications.

 

'A book on marketing communications must, above all, communicate.  This is
where Foundations of Marketing Communications: A European Perspective excels.  It connects so extremely well with its audience!  The structure is clear, the content is
state-of-the-art, and the perspective is downright practical.  The authors
carefully craft a powerful tour d'horizon of the incredibly vast domain of
marketing communications, without ever disorienting the reader.  Valuable
insights are shared, and the shallow turbo-powered marketing claptrap - so
abundant in many of the other books on the subject - is constantly avoided.
This book is a "must-read" for anybody with an interest in marketing
communications.'  Rudy Moenaert, Professor of Strategic MarketingTiasBusinessSchool, Tilburg, The Netherlands

Geared to undergraduate and post-graduate students who want to extend their knowledge of various aspects of marketing communications, this book can also be used by marketing communication professionals who want an overview of the field. Filled with a plethora of examples, cases, and research results, this book provides a consistent European focus.

'This book is a well-written text that encompasses the essence of marketing communications and presents it clearly and systematically. It is therefore very useful for every marketing and communications manager, as a reference and day-to-day guide.' Daniel Viane, Marketing Manager, Fortis Bank

Patrick De Pelsmacker is Professor of Marketing at the University of Antwerp, Belgium.

Maggie Geuens is Professor of Marketing at the University of Ghent and at the Vlerick Leuven Gent Management School.

Joeri Van den Bergh is co-founder and managing partner of InSites, an Internet research consultancy company.

 

 

 

 

 

 

Biographie de l'auteur

Patrick De Pelsmacker holds a PhD in economics (University of Ghent, Belgium). He is Professor of Marketing at the University of Antwerp, Belgium and part-time Professor of Marketing at the University of Ghent.

 

Maggie Geuens holds a PhD in applied economics at the University of Antwerp, Belgium, where she also worked as an assistant professor. Currently she is Professor of Marketing at the University of Ghent. She is the academic director of the Brand Management Centre at the Vlerick Leuven Gent Management School.

 

Joeri Van den Bergh holds a masters degree in marketing (University of Ghent and the Vlerick Leuven Gent Management School). He is a regular teacher in various marketing programmes, has been involved in in-company training and consultancy, and is Secretary of the Board of Ancienne Belgique (AB), one of Europe’s leading music venues.

 

Détails de l'édition

• Éditeur: Pearson Education Limited
• Date d'édition: 2005
• Langue: anglais
• ISBN 10: 0273703862
• ISBN 13: 9780273703860
• Reliure: Broché
• Nombre de pages: 360
• Coordonnées du fabricant: non disponible
• Personne responsable: Riccardo Bacigalupo; riccardo.bacigalupo@sanoma.it; ; Sanoma Italia Via Arconati, 1 �; Milano; 20135; Italie