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MARKETING COMMUNICATIONS: A EUROPEAN PERSPECTIVE

VAN DE BERGH, JOERI , GEUENS, MAGGIE , PELSMACKER DE, PATRICK

2013

BOOK
Category

COMMUNICATION IN MARKETING

MARKETING

Abstract MARKETING COMMUNICATIONS: A EUROPEAN PERSPECTIVE IS THE PERFECT RESOURCE FOR EUROPEAN STUDENTS OF MARKETING COMMUNICATIONS. PROVIDING AN EXTENSIVE OVERVIEW OF THE KEY CONCEPTS, TECHNIQUES AND APPLICATIONS OF THE FIELD WITHIN A EUROPEAN CONTEXT, IT OFFERS A FRESH AND COMPREHENSIVE INTRODUCTION TO THE DISCIPLINE.THE BOOK COVERS ALL ELEMENTS OF THE COMMUNICATIONS MIX, INCLUDING ADVERTISING, PUBLIC RELATIONS, SPONSORSHIP, BRAND ACTIVATION, DIRECT MARKETING AND EXHIBITIONS. THIS THOROUGHLY UPDATED FIFTH EDITION COVERS ALL THE MODERN DEVELOPMENTS IN THE FIELD, CONSTANTLY RELATING THEM TO THE CONTEMPORARY EUROPEAN CONTEXT. A HUGELY DIVERSE RANGE OF PRODUCTS AND BRANDS, FROM SAMSUNG AND SPEEDO TO ANGRY BIRDS AND ABERCROMBIE AND FITCH, IS COVERED.

ISBN 9780273773221
Author(s) VAN DE BERGH, JOERI , GEUENS, MAGGIE , PELSMACKER DE, PATRICK
Credits
Edition 5TH ED.
Year 2013
Publisher PEARSON
Type BOOK
Keywords MARKETING, MARKETING COMMUNICATIONS.
Language English
Collation 615 P., 26,5 CM.

Availability and Location Reserve

Copy No Library Stack Shelf Is Reference Status Return Date
1 Nicosia B 7 No A 18/06/2017