MARKETING COMMUNICATIONS: A EUROPEAN PERSPECTIVE BY PATRICK DE PELSMACKER

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5 Marketing Communications: A European Perspective 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-todate 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. The fifth edition of Marketing Communications: A European Perspective has been fully updated to include: * A brand new chapter examining ethical issues in marketing communications * Brand new endof-chapter cases on international companies and organisations such as Mars, UNICEF, Carrefour and many more * Video case material linking key marketing communication theory with the practical issues faced by marketing professionals in a variety of companies * The book is suitable for both undergraduate and postgraduate students of marketing communications Sales Rank: # in Books Published on: Original language: English Dimensions: 10.50" h x 7.75" w x 1.00" l,.0 pounds Binding: Paperback 615 pages Most helpful customer reviews See all customer reviews...

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