Marketing communications : a European perspective / Patrick de Pelsmacker, Maggie Geuens, Joeri van den Bergh.
Material type: TextPublisher: Harlow, England : Pearson 2013Edition: Fifth editionDescription: xxi, 615 pages : illustrations ; 27 cmISBN:- 9780273773221:
- 0273773224
- 658.802
Item type | Current library | Call number | Copy number | Status | Date due | Barcode |
---|---|---|---|---|---|---|
General Lending | Carlow Campus Library General Lending | 658.802 (Browse shelf(Opens below)) | 1 | Available | 81415 |
Previous edition: Harlow: Financial Times Prentice Hall, 2010.
Includes bibliographical references and index.
Integrated communications --- Branding --- How marketing communications work --- Target groups --- Objectives --- Budgets --- Advertising --- Media planning --- Advertising research --- Public relations --- Sponsorship --- Brand activation --- Direct marketing --- Exhibitions and trade fairs --- E-communication --- Ethical issues in marketing communications.
Also issued online.
45.40