Marketing Communications: A European Perspective

Idioma: inglés

Editorial: Pearson Aug 2025, 2025

1292737220 / 9781292737225

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Librería: Rheinberg-Buch Andreas Meier eK, Bergisch Gladbach, AlemaniaRheinberg-Buch Andreas Meier eK

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Neuware -Explore the strategies and practices of marketing communications in a European context Marketing Communications: A European Perspective, 8th Edition, by De Pelsmacker, Geuens, Van den Bergh and Roose offers a comprehensive overview of the cornerstones, techniques and applications of marketing communications in a European context. Striking a balance between scientific and communication practitioners' point of views, the textbook provides updated coverage of all instruments of the online and offline communications mix with numerous research and business insights vignettes from various countries, industries and markets that help you understand the concepts, frameworks, and mechanism better. The book is suitable for both undergraduate and postgraduate students of marketing communications. It can also be used by marketing communications professionals who want an overview of the whole field. Highlights of the new edition: In-depth coverage of new fields in marketing communications, such as branding, online advertising, media planning, brand activation and ethics. New chapter on online advertising and media planning, which reflects the recent developments in this fast-growing area. New and updated case studies including start-ups like Brauzz and Edgard & Cooper, and large international brands such as Lego and Delhaize. Updated content on integrated marketing communications, social media advertising, cross-cultural advertising, sustainability communication and DE&I communication. Extended discussion on the application of Artificial Intelligence (AI) in marketing communications. About the authors: Patrick De Pelsmacker is Emeritus Professor of Marketing at the University of Antwerp, Belgium. He has co-authored textbooks on marketing communications and marketing research techniques, and has written articles in numerous academic journals. Maggie Geuens is Professor of Marketing at Ghent University, Belgium. Her research interest is in marketing communications and consumer behaviour, and she has published in top-tier journals in these fields. Joeri Van den Bergh is co-founder and non-executive partner of Human8 (formerly InSites Consulting), a global insights agency. He is a regular speaker at global marketing and research conferences and conducts in-company trainings. Gudrun Roose is Professor of Marketing at Ghent University, and she teaches courses such as Marketing Communications, Digital Marketing and Marketing Planning. 560 pp. Englisch. …

N° de ref. del artículo 9781292737225

Título
Marketing Communications: A European Perspective
Autor
Patrick De Pelsmacker
Editorial
Pearson Aug 2025
Año de publicación
2025
Estado
Neu
Encuadernación
Taschenbuch
Idioma
inglés
ISBN 10
1292737220
ISBN 13
9781292737225
Peso del artículo
1020 gramos
Dimensiones
265x195x30 mm

Rheinberg-Buch Andreas Meier eK

Bergisch Gladbach, Alemania

Vendedor de 5 estrellas

Vendedor de IberLibro desde 17 de noviembre de 2008

Tarifas de envío de Alemania a Estados Unidos de America

ArtículoDe 5 a 15 días hábilesDe 2 a 4 días hábiles
Primer artículoEUR 23,00EUR 35,99
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Rheinberg-Buch Andreas Meier eK

Alemania