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Full Description
Learn the techniques and applications of marketing communications in a European context
Marketing Communications: A European Perspective, 7th Edition, by De Pelsmacker, Geuens and Van Den Bergh provides an extensive overview of the key concepts, techniques and applications of marketing communications within a European context. This book provides in-depth coverage of consumer behaviour and branding foundations of marketing communications, and all elements of the communications mix, including advertising, public relations, sponsorship, brand activation, direct marketing and exhibitions. Building on the success of the last edition, the 7th edition uses examples, case studies and research results from various countries, industries and markets to make the concepts more practice orientated and help you grasp essential facts. Extensive case material on global brands like Snickers, Libresse, Guinness, Costco, Baunat, Trooper and Lego have been added to reflect the recent developments in marketing communications.
Pearson, the world's learning company.
Contents
About the authors
Preface
Authors' acknowledgements
Publisher's acknowledgements
List of acronyms
Integrated communications
Branding
How marketing communications work
Marketing communications planning
Advertising
Online communication
Media planning
Brand activation
Direct marketing
Public relations
Sponsorship
Exhibitions and trade fairs
Measuring campaign effectiveness
Ethical issues in marketing communications
Glossary
Index
