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Marketing communications : a European perspective / Patrick de Pelsmacker, Maggie Geuens, Joeri van den Bergh.

By: Contributor(s): Material type: TextTextPublisher: Harlow, England : Pearson 2013Edition: Fifth editionDescription: xxi, 615 pages : illustrations ; 27 cmISBN:
  • 9780273773221:
  • 0273773224
Subject(s): DDC classification:
  • 658.802
Online resources: Also issued online.
Contents:
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.
Holdings
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

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