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.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.
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Descripción Financal Times Management, 2010. Paperback. Estado de conservación: New. Nº de ref. de la librería P110273721380
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Descripción Financial Times/ Prentice Hall, 2010. Paperback. Estado de conservación: Brand New. 4th edition. 660 pages. 10.00x7.50x1.00 inches. In Stock. Nº de ref. de la librería 0273721380