Marketing communications : a European perspective /
By: Pelsmacker, Patrick de [author.].
Contributor(s): Geuens, Maggie [author.] | Bergh, Joeri van den [author.].
Publisher: Harlow : Pearson, 2018Edition: 6th edition.Description: xix, 625 pages : colour illustrations ; 27 cm.Content type: text | text | still image Media type: unmediated | unmediated Carrier type: volume | volumeISBN: 129213576X; 9781292135762:; 9781292135762.Subject(s): Communication in marketing -- Europe | Marketing -- Europe | Advertising -- Europe | Marketing communication systemsDDC classification: 658.802| Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
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ATU Sligo Yeats Library Main Lending Collection | 658.802 DEP (Browse shelf(Opens below)) | Available | 0062380 | |||
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ATU Sligo Yeats Library Main Lending Collection | 658.802 DEP (Browse shelf(Opens below)) | 1 | Available | 0062381 | ||
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ATU Sligo Yeats Library Main Lending Collection | 658.802 DEP (Browse shelf(Opens below)) | 2 | Available | 0062382 |
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| 658.802 CRA Strategic marketing / | 658.802 DEP Marketing communications : a European perspective / | 658.802 DEP Marketing communications : a European perspective / | 658.802 DEP Marketing communications : a European perspective / | 658.802 FLE Marketing management and information technology / | 658.802 GON Services marketing : a strategic approach / | 658.802 LOV Services marketing : a European perspective. |
Includes bibliographical references and index.
About the authors --- Preface -- Authors' acknowledgements -- Publisher's acknowledgements -- list of acronyms -- Integrated communications -- Branding -- How marketing communications work -- Marketing communications planning -- Advertising -- Online communication -- media planning -- Brand activation -- Direct marketing -- Public relations -- Sponsorship -- Exhibitions and trade fairs -- Measuring campaign effectiveness -- ethical issues in marketing communications.
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.