(Ebook) Marketing communications : a European perspective by Patrick de Pelsmacker; Maggie Geuens; Joeri van den Bergh ISBN 9780273721383, 0273721380

(Ebook) Marketing communications : a European perspective by Patrick de Pelsmacker; Maggie Geuens; Joeri van den Bergh ISBN 9780273721383, 0273721380

Marketing communication has an overwhelming impact on both society and business. This text offers a comprehensive overview of the cornerstones, techniques and applications of marketing communications practice in a European context. Content: Chapter 1- Integrated communicationsChapter 2 – BrandingChapter 3- How marketing communications workChapter 4- Target groupsChapter 5- Objectives Chapter 6- Budgets Chapter 7- Advertising Chapter 8- Media Planning Chapter 9- Advertising Research Chapter 10- Public RelationsChapter 11- SponsorshipChapter 12- Sales promotionsChapter 13- Direct MarketingChapter 14- Point-of-purchase communications Chapter 15- Exhibitions and trade fairs Chapter 16- Personal Selling Chapter 17- E CommunicationChapter 18- Ethical Issues in Marketing Communications   Abstract: Marketing communication has an overwhelming impact on both society and business. This text offers a comprehensive overview of the cornerstones, techniques and applications of marketing communications practice in a European context