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Full Description
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.
Contents
About the authors Preface Authors' acknowledgements List of acronyms
Integrated communications
Branding
How marketing communications work
Marketing communications planning
Advertising and media planning
Online advertising and media planning
Brand activation
Supplemental instruments of the marketing communications mix
Measuring campaign effectiveness
Ethical issues in marketing communications
Glossary Index
