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Marketing Communications: A European Perspective Paperback – 16 Aug. 2017
There is a newer edition of this item:
Marketing Communications: A European Perspective is the perfect resource for European students of marketing communications. Providing an extensive overview of the key concepts, techniques and applications of the field within a European context, it offers a fresh and comprehensive introduction to the discipline.
- ISBN-109781292135762
- ISBN-13978-1292135762
- Edition6th
- PublisherPearson
- Publication date16 Aug. 2017
- LanguageEnglish
- Dimensions19.5 x 3.89 x 26.5 cm
- Print length648 pages
From the Publisher
Product description
From the Back Cover
Marketing Communications: A European Perspective is the perfect resource for European students of marketing communications. Providing an extensive overview of the key concepts, techniques and applications of the field within a European context, it offers a fresh and comprehensive introduction to the discipline.
The book covers the consumer behaviour and branding foundations of marketing communications, and all elements of the communications mix, including (online) advertising, public relations, sponsorship, brand activation, direct marketing and exhibitions. This thoroughly updated sixth edition covers all the modern developments in the field, constantly relating them to the contemporary European context. A hugely diverse range of products and brands, from Samsung and Speedo to Angry Birds and Abercrombie & Fitch, is covered.
The book is suitable for both undergraduate and postgraduate students of marketing communications.
About the Author
Patrick De Pelsmacker is Professor of Marketing at the University of Antwerp and part-time Professor of Marketing at Ghent University.
Maggie Geuens is Professor of Marketing at Ghent University and affiliated researcher at the Vlerick Business School.
Joeri Van den Bergh is co-founder, managing partner and Gen Y expert of InSites Consulting, a global research agency, and author of How Cool Brands Stay Hot.
Product details
- ASIN : 129213576X
- Publisher : Pearson; 6th edition (16 Aug. 2017)
- Language : English
- Paperback : 648 pages
- ISBN-10 : 9781292135762
- ISBN-13 : 978-1292135762
- Dimensions : 19.5 x 3.89 x 26.5 cm
- Best Sellers Rank: 1,595,834 in Books (See Top 100 in Books)
- 11,947 in Sales & Marketing
- 20,534 in Business Development & Entrepreneurship (Books)
- Customer reviews:
About the author
Joeri Van den Bergh is the co-founder of InSites Consulting, a global 'new generation' research agency with offices in New York, London, Rotterdam and Ghent. His clients include global customers such as Heinz, Vodafone, Pepsico, MTV Networks, SONY, AB INBEV, Skype, Heineken and Coca Cola. He has extensive experience of all aspects of branding, marketing and advertising to kids, teens and young adults. As author and contributor to numerous journals and marketing & business books, he also lectures throughout the world on marketing topics.
Customer reviews
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