Marketing communications : a European perspective /
By: Pelsmacker, Patrick de
.
Contributor(s): Geuens, Maggie | Bergh, Joeri van den.
Publisher: harlow, Essex, England : Prentice Hall, 2007Edition: 3rd edition.Description: xviii, 610 p.ages : illustrations, charts, graphs ; 30 cm.Content type: text | text | still image Media type: unmediated | unmediated Carrier type: volume | volumeISBN: 9780273706939 (pbk.); 9780273706939:; 0273706934 (pbk.).Subject(s): Marketing -- Europe | Communication in marketing -- Europe | AdvertisingDDC classification: 658.802094 | Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
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Standard Loan
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ATU Sligo Yeats Library Main Lending Collection | 658.802094 PEL (Browse shelf(Opens below)) | 1 | Available | 0067166 |
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Includes bibliographical references and indexes.
About the authors -- Preface -- Authors' acknowledgements -- Publisher's acknowledgements -- 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.
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.