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Marketing Communications: A European Perspective, third edition
Now in its third edition, Marketing Communications: A European Perspective offers a comprehensive outline of the theories, methodologies and applications of marketing communications in a continental context. All elements of the communications mix are represented here, including advertising, public relations, sponsorship, sales promotion, direct marketing, point-of-purchase communications, exhibitions, personal selling and the Internet. Brand new coverage of emerging topics, including ethics, creativity in advertising, the ‘new’ consumer groups and trends, are accompanied by a variety of insightful case studies.
Marketing Communications: A European Perspective, third edition, is designed to be of use to both undergraduate and postgraduate students of marketing communications. Lecturers and practitioners will also be impressed with the many pedagogical features the text offers: real-world examples, mini-cases, chapter summaries, review questions and comprehensive reading lists for suggested further research.
Filled with original, in-depth material, and supported by input from a number of premier marketing executives, Marketing Communications: A European Perspective, third edition, offers coverage from globally-recognised companies and brands, including Microsoft, Ford, Kitkat, McDonald’s and Samsung, as well as organisations like Handicap International and UNICEF.
Patrick De Pelsmacker is Professor of Marketing at the University of Antwerp, Belgium.
Maggie Geuens is Associate Professor of Marketing at the University of Ghent, and Academic Director of the Brand Management Centre at the Vlerick Leuven Gent Management School.
Joeri Van den Bergh is co-founder and managing partner of InSites, an Internet research consultancy company.
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.
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Description du livre Paperback. Etat : Very Good. Marketing Communications: A European Perspective This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. N° de réf. du vendeur 7719-9780273706939
Description du livre Paperback. Etat : Very Good. This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. N° de réf. du vendeur 6545-9780273706939
Description du livre Etat : Very Good. 3rd Edition. Ships from the UK. Former library book; may include library markings. Used book that is in excellent condition. May show signs of wear or have minor defects. N° de réf. du vendeur GRP63654485
Description du livre Etat : Good. 3rd Edition. Ships from the UK. Former library book; may include library markings. Used book that is in clean, average condition without any missing pages. N° de réf. du vendeur 6740397-6
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Description du livre Hardcover. 3. ed. 610 S. Ehem. Bibliotheksexemplar mit Signatur und Stempel. GUTER Zustand, ein paar Gebrauchsspuren. Ex-library with stamp and library-signature. GOOD condition, some traces of use. AB-3047 9780273706939 Sprache: Englisch Gewicht in Gramm: 1950. N° de réf. du vendeur 2376948
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