Marketing communications : a european perspective [printed text] / Patrick De Pelsmaker, Author ; Maggie Geuens, Author ; Joeri Van Den Bergh, Author  . -  6th . - [S.l.] : Pearson Education Limited, 2017 . - xix, 625 p. : ill. (col.) ; 21mm.
ISBN : 978-1-292-13576-2 : €57.45
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.

The book covers the consumer behaviour and branding foundations of marketing communications, and all elements of the communications mix, including online advertising, public relations, sponsorship, brand activation, direct marketing and exhibitions. This thoroughly updated sixth edition covoers all the modern developments in the field, constantly relating them to them to the contemporary European context. A hugely diverse range of products and brands, from Samsung and Speedo to Angry Birds and Abercrombie & Fitch, is covered.

The book is suitable for both undergraduate and postgraduate students of marketing communications.

Class number:	658.802
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