MTU Library Catalogue

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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-.
Material type: materialTypeLabelBookPublisher: New York : Prentice Hall, 2006 2007Edition: 3rd ed.Description: 610 p. : ill. ; 25 cm. + pbk.ISBN: 0273706934 .Subject(s): Communication in marketing | AdvertisingDDC classification: 658.802
Contents:
Integrated communications -- Branding -- How marketing communications work -- Target groups -- Objectives -- Budgets -- Advertising -- Media planning -- Advertising research -- Public relations -- Sponsorship -- Sales promotions -- Direct marketing -- Point-of-purchase communications -- Exhibitions and trade fairs -- Personal selling -- E-communication -- Business-to-business communications -- International communications.
Holdings
Item type Current library Call number Copy number Status Barcode
General lending MTU Bishopstown Library Lending 658.802 (Browse shelf(Opens below)) 1 Available 00131631
General lending MTU Bishopstown Library Lending 658.802 (Browse shelf(Opens below)) 1 Available 00106397
General lending MTU Bishopstown Library Lending 658.802 (Browse shelf(Opens below)) 1 Available 00106399
General lending MTU Bishopstown Library Lending 658.802 (Browse shelf(Opens below)) 1 Available 00106400
Total holds: 0

Enhanced descriptions from Syndetics:

Marketing communication has an overwhelming impact on both society and business. This text offers a comprehensive overview of the cornerstones, techniques and applications of marketing communications practice in a European context.

Includes bibliographical references and indexes.

Integrated communications -- Branding -- How marketing communications work -- Target groups -- Objectives -- Budgets -- Advertising -- Media planning -- Advertising research -- Public relations -- Sponsorship -- Sales promotions -- Direct marketing -- Point-of-purchase communications -- Exhibitions and trade fairs -- Personal selling -- E-communication -- Business-to-business communications -- International communications.

CIT Module MRKT 7002 - Supplementary reading

Table of contents provided by Syndetics

  • 1 Integrated communications
  • 2 Branding
  • 3 How marketing communications work
  • 4 Target groups
  • 5 Objectives
  • 6 Budgets
  • 7 Advertising
  • 8 Media planning
  • 9 Advertising research
  • 10 Public relations
  • 11 Sponsorship
  • 12 Sales promotions
  • 13 Direct marketing
  • 14 Point of purchase communications
  • 15 Exhibitions and trade fairs
  • 16 Personal selling
  • 17 E-communication
  • 18 Business-to-business communications
  • 19 International communications