TY  - BOOK
AU  - Pelsmacker,Patrick de
AU  - Geuens,Maggie
AU  - Bergh,Joeri van den
AU  - Pelsmacker,Patrick de
TI  - Foundations of marketing communications: a European perspective 
SN  - 0273703862
AV  - HF5415.123 .P45 2005
U1  - 658.8/02 22
PY  - 2005///
CY  - Harlow, England, New York
PB  - Financial Times/Prentice Hall
KW  - Communication in marketing
KW  - Europe
KW  - Advertising
N1  - 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
N2  - "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
ER  -