Foundations of Marketing Communications

A European Perspective

Patrick De Pelsmacker, Maggie Geuens, Joeri Van Den Bergh - Collection Financial Times

328 pages, parution le 03/10/2005

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Résumé

Foundations of Marketing Communications offers a concise overview of the cornerstones, techniques and applications of marketing communications in a European context. Based on the authoritative and successful Marketing Communications: A European Perspective 2nd edition, this book is geared towards both undergraduate and postgraduate students who want to extend their knowledge of marketing communications

L'auteur - Patrick De Pelsmacker

Patrick de Pelsmacker is Professor of Marketing at the University of Antwerp Management School, Belgium.

Sommaire

About the authors
Preface
Author's acknowledgments
Publisher's acknowledgments
Integrated marketing communications
How marketing communications work
Target groups
Objectives
Budgets
Advertising
Media planning
Advertising research
Sales promotions
Direct marketing
E-communications
Point-of-purchase communications
Public relations and sponsorship

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Prentice Hall
Auteur(s)	Patrick De Pelsmacker, Maggie Geuens, Joeri Van Den Bergh
Collection	Financial Times
Parution	03/10/2005
Nb. de pages	328
Format	19 x 24,5
Couverture	Broché
Poids	693g
Intérieur	2 couleurs
EAN13	9780273703860
ISBN13	978-0-273-70386-0