Marketing Communications: A European Perspective

4,16 valoración promedio
( 19 valoraciones por Goodreads )
 
9780273721383: Marketing Communications: A European Perspective

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

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From the Back Cover:

"At last!! The latest scientific insights combined with the harsh day-to-day reality. For all those who stand by the need for truly integrated communications and for those who believe that practice makes perfect, you will be surprised how little we know¿ until you read this book."

Fons Van Dyck, Strategy Director, VVL/BBDO Brussels

Marketing Communications: A European Perspective, second edition,

 offers 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.

"This book has an intriguing empirical focus on European and international cases. It offers a comprehensive up-to-date and all round overview of this field of business practice and study. I admire the authors¿ ability to integrate current trends and recent research results in marketing communications into such an overview. The authors succeed in making the study of marketing communications both relevant and applicable, without going for compromises with regard to theoretical depth and reflectivity."

Dr Roy Langer, Copenhagen Business School

Extremely user-friendly, Marketing Communications: A European Perspective, second edition, is geared toward both undergraduate and postgraduate students who are studying marketing communications. It is also useful for practitioners. The text offers comprehensive pedagogy, including real-world examples, mini-cases, chapter summaries, review questions and suggested further reading.

"Expert and thought provoking, this stimulating text is without doubt the best currently available in the marketing communications field."

Dr Roger Bennett, Professor of Marketing, London Metropolitan University

Filled with original and in-depth material, often provided by leading marketing executives, Marketing Communications: A European Perspective, second edition, offers coverage from brands including: Mercedes, Redbull, Ericsson, Sony and Nike. Learn how industry leaders deal with emerging issues such as branding, the Internet, B2B marketing and more!

"A fresh and insightful approach for lecturers, students, and anyone who needs a complete and accurate view on marketing communications. We use it in our postgraduate courses because it gives an excellent grounding into business, blending theory and mainly European case studies."

Freddy Vander Mijnsbrugge, Marketing Foundation, Brussels

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.

About the Author:

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.

"Sobre este título" puede pertenecer a otra edición de este libro.

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Patrick De Pelsmacker, Maggie Geuens, Jo
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