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    Foundations of marketing communications : a European perspective / Patrick De Pelsmacker, Maggie Geuens, Joeri Van den Bergh.

    By: Pelsmacker, Patrick de, 1957-Contributor(s): Geuens, Maggie, 1969- | Bergh, Joeri van den, 1971- | Pelsmacker, Patrick de, 1957-. Marketing communicationsMaterial type: TextTextPublisher: Harlow, England ; New York : Financial Times/Prentice Hall, 2005Description: xiv, 328 p., [8] p. of plates : ill. (some col.) ; 25 cmISBN: 0273703862; 9780273703860Subject(s): Communication in marketing -- Europe | AdvertisingDDC classification: 658.8/02 LOC classification: HF5415.123 | .P45 2005
    Contents:
    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.
    Review: "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.
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    Item type Current library Call number Copy number Status Notes Date due Barcode
    Books Books Female Library
    		HF5415.123 .P45 2005 (Browse shelf (Opens below)) 1 Available STACKS 51952000093534
    Books Books Main Library
    		HF5415.123 .P45 2005 (Browse shelf (Opens below)) 1 Available STACKS 51952000072096

    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.

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