Marketing Communications

A European Perspective

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Patrick De Pelsmacker, Maggie Geuens, Stephen Robbins, Joeri Van den Bergh

Paperback | Mei 2024 |

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Beschrijving

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 your students 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.

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Specificaties

Auteur
Patrick De Pelsmacker, Maggie Geuens, Stephen Robbins, Joeri Van den Bergh
Uitgever
Pearson
ISBN
9781292327891
Bindwijze
Paperback
Publicatiedatum
Mei 2024
Categorie
Studieboek
Taal
Engelstalig
Aantal Pagina's
584

Beschrijving

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 your students 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.

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Specificaties

Auteur
Patrick De Pelsmacker, Maggie Geuens, Stephen Robbins, Joeri Van den Bergh
Uitgever
Pearson
ISBN
9781292327891
Bindwijze
Paperback
Publicatiedatum
Mei 2024
Categorie
Studieboek
Taal
Engelstalig
Aantal Pagina's
584

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