Marketing communications [electronic book] : a European perspective / Patrick de Pelsmacker, Maggie Geuens, Joeri van den Bergh.
By: Pelsmacker, Patrick de
.
Contributor(s): Geuens, Maggie | Bergh, Joeri van den.
Material type: 
BookPublisher: New York : Prentice Hall, 2010Edition: 4th edition.Description: online resource (610 pages) : illustrations.Content type: text Media type: computer Carrier type: online resourceISBN: 9780273721383 (paperback); 9780273721420 (e-book).Subject(s): Communication in marketing | AdvertisingAdditional physical formats: Print version:.: Marketing communications : a European perspective.DDC classification: 658.802 Online resources: Access eBook Also available in print form.| Item type | Current library | Call number | Status | |
|---|---|---|---|---|
| eBook | MTU Online eBook | 658.802 (Browse shelf(Opens below)) | Available |
Enhanced descriptions from Syndetics:
Marketing Communications: A European Perspective provides an extensive overview of the key techniques and applications of marketing within a European context.
The book covers all elements of the communications mix, including advertising, public relations, sponsorship, sales promotion, direct marketing, point-of-purchase communications, exhibitions, and personal selling. It also offers up-to-date coverage of e-communication, including e-marketing, mobile marketing, interactive television and relationship marketing.
Building on the success of the third edition, the fourth edition comes fully updated with brand new material on a diverse range of products and brands such as Coke Zero, Twitter and Wii Fit, as well as coverage of topical issues such as the Barack Obama campaign and the EU anti-smoking campaign.
Includes bibliographical references and index.
Integrated communications -- Branding -- How marketing communications work -- Target groups -- Objectives -- Budgets -- Advertising -- Media planning -- Advertising research -- Piblic relations -- Sponsorship -- Sales promotion -- Direct marketing -- Point-of-purchase communications -- Exhihitions and trade fairs -- Personal selling -- E-communication -- Business-to-business communications -- International communications
CIT Module MRKT 7002 - Supplementary reading.
Also available in print form.
Electronic reproduction.: ProQuest LibCentral. Mode of access: World Wide Web.
Author notes provided by Syndetics
Patrick De Pelsmacker holds a PhD in economics (University of Ghent, Belgium). He is Professor of Marketing at the University of Antwerp, Belgium and part-time Professor of Marketing at the University of Ghent.
Maggie Geuens holds a PhD in applied economics at the University of Antwerp, Belgium, where she also worked as an assistant professor. Currently she is Professor of Marketing at the University of Ghent. She is the academic director of the Brand Management Centre at the Vlerick Leuven Gent Management School.
Joeri Van den Bergh holds a masters degree in marketing (University of Ghent and the Vlerick Leuven Gent Management School). He is a regular teacher in various marketing programmes, has been involved in in-company training and consultancy, and is Secretary of the Board of Ancienne Belgique (AB), one of Europe's leading music venues.