Pelsmacker, Patrick de, 1957-
Foundations of marketing communications : a European perspective / Patrick De Pelsmacker, Maggie Geuens, Joeri Van den Bergh. - Harlow, England ; New York : Financial Times/Prentice Hall, 2005. - xiv, 328 p., [8] p. of plates : ill. (some col.) ; 25 cm.
Rev. ed. of: Marketing communications. 2001.
Includes bibliographical references and indexes.
1. Integrated marketing communications -- 2. New marketing communications work -- 3. Target groups -- 4. Objectives -- 5. Budgets -- 6. Advertising -- 7. Media planning -- 8. Advertising research -- 9. Sales promotions -- 10. Direct marketing -- 11. E-communications -- 12. Point-of-purchase communications -- 13. Public relations of sponsorship.
"Based on the authoritative and successful Marketing Communications: A European Perspective, 2e, by Patrick De Pelsmacker, Maggie Geuens, and Joeri Van den Bergh, these respected authors provide a fresh and insightful approach to anyone who needs an introduction and accurate view on marketing communications." "Geared to undergraduate and post-graduate students who want to extend their knowledge of various aspects of marketing communications, this book can also be used by marketing communication professionals who want an overview of the field. Filled with a plethora of examples, cases, and research results, this book provides a consistent European focus."--BOOK JACKET.
0273703862 9780273703860
2005040119
Communication in marketing--Europe.
Advertising.
HF5415.123 / .P45 2005
658.8/02
Foundations of marketing communications : a European perspective / Patrick De Pelsmacker, Maggie Geuens, Joeri Van den Bergh. - Harlow, England ; New York : Financial Times/Prentice Hall, 2005. - xiv, 328 p., [8] p. of plates : ill. (some col.) ; 25 cm.
Rev. ed. of: Marketing communications. 2001.
Includes bibliographical references and indexes.
1. Integrated marketing communications -- 2. New marketing communications work -- 3. Target groups -- 4. Objectives -- 5. Budgets -- 6. Advertising -- 7. Media planning -- 8. Advertising research -- 9. Sales promotions -- 10. Direct marketing -- 11. E-communications -- 12. Point-of-purchase communications -- 13. Public relations of sponsorship.
"Based on the authoritative and successful Marketing Communications: A European Perspective, 2e, by Patrick De Pelsmacker, Maggie Geuens, and Joeri Van den Bergh, these respected authors provide a fresh and insightful approach to anyone who needs an introduction and accurate view on marketing communications." "Geared to undergraduate and post-graduate students who want to extend their knowledge of various aspects of marketing communications, this book can also be used by marketing communication professionals who want an overview of the field. Filled with a plethora of examples, cases, and research results, this book provides a consistent European focus."--BOOK JACKET.
0273703862 9780273703860
2005040119
Communication in marketing--Europe.
Advertising.
HF5415.123 / .P45 2005
658.8/02