Marketing Communications A European Perspective
Heftet /
2017
/ Engelsk
Produktdetaljer
ISBN
9781292135762
Publisert
2017
Utgave
6. utgave
Utgiver
Vendor
Pearson Education Limited
Vekt
1200 gr
Høyde
265 mm
Bredde
196 mm
Dybde
21 mm
Aldersnivå
05, UU, UP
Språk
Product language
Engelsk
Format
Product format
Heftet
Antall sider
648
Biografisk notat
Patrick De Pelsmacker is Professor of Marketing at the University of Antwerp and part-time Professor of Marketing at Ghent University. Maggie Geuens is Professor of Marketing at Ghent University and affiliated researcher at the Vlerick Business School. Joeri Van den Bergh is co-founder, managing partner and Gen Y expert of InSites Consulting, a global research agency, and author of How Cool Brands Stay Hot.
Marketing Communications: A European Perspective is the perfect resource for European students of marketing communications. Providing an extensive overview of the key concepts, techniques and applications of the field within a European context, it offers a fresh and comprehensive introduction to the discipline.
Les mer
Chapter 1 - Integrated communications
Chapter 2 - Branding
Chapter 3 - How marketing communications work
Chapter 4 - Marketing communications planning
Chapter 5 - Advertising
Chapter 6 - Online Communication
Chapter 7 - Media planning
Chapter 8 - Brand Activation
Chapter 9 - Direct marketing
Chapter 10 - Public relations
Chapter 11 - Sponsorship
Chapter 12 - Exhibitions aNd trade fairs
Chapter 13 - Measuring campaign effectiveness
Chapter 14 - Ethical issues in marketing communications
Les mer
Produktdetaljer
ISBN
9781292135762
Publisert
2017
Utgave
6. utgave
Utgiver
Vendor
Pearson Education Limited
Vekt
1200 gr
Høyde
265 mm
Bredde
196 mm
Dybde
21 mm
Aldersnivå
05, UU, UP
Språk
Product language
Engelsk
Format
Product format
Heftet
Antall sider
648