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This book provides an extensive overview of the key concepts, techniques and applications of marketing communications 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.
Buchkauf
Marketing Communications. A European Perspective, Patrick de Pelsmacker, Maggie Geuens, Joeri van den Bergh
- Sprache
- Erscheinungsdatum
- 2013
- product-detail.submit-box.info.binding
- (Paperback)
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- Sprache
- Englisch
- Autor*innen
- Patrick de Pelsmacker, Maggie Geuens, Joeri van den Bergh
- Verlag
- Pearson
- Erscheinungsdatum
- 2013
- Einband
- Paperback
- Seitenzahl
- 640
- ISBN10
- 0273773224
- ISBN13
- 9780273773221
- Reihe
- Schlagwörter
- Sachbücher, Handel, Wirtschaft & Management, Marketing & Vertrieb
- Bewertung
- 4,1 von 5 Sternen
- Beschreibung
- This book provides an extensive overview of the key concepts, techniques and applications of marketing communications 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.