Marketing Communications
De Pelsmacker, Patrick Geuens, Maggie Van den Bergh, Joeri
De Pelsmacker, Patrick
Geuens, Maggie
Van den Bergh, Joeri
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Publication Type
Book
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Supervisor
Publication Year
2001
Journal
Book
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Publication Number of pages
509
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Abstract
Marketing Communications is not only one of most visible and widely discussed instruments of the marketing mix, with an overwhelming impact on both society and business, it is also one of the most fascinating. The textbook offers a comprehensive overview of the cornerstones, techniques and applications of marketing communications in a European context. Chapter coverage includes all elements of the communications mix, including advertising, public relations, sponsership, sales promotion, direct marketing, poin-of-purchase communications, exhibitions, personal selling and the internet. Full attention is given to the role of these elements within the marketing communications plan ensuring that students know which tools to employ what point. In addition Marketing communications is extremely user-friendly, including a wealth of examples, mini-cases, chapter summaries, review questions and suggested further reading.
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Keywords
Consumer Behaviour