000 02288nam a2200385Ia 4500
001 2272
008 230305s2018 xx 000 0 und d
020 _a9781292135762
040 _cTBS
041 _aeng
043 _aen_UK
245 0 _aMarketing communications (2018, 6 ed.)
250 _a6ยช ed
260 _bPearson Prentice Hall,
_c2018
300 _axviii + 625 p. ; 26 cm
500 _aa european perspective
520 _aMarketing 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 all elements of the communications mix, including advertising, public relations, sponsorship, brand activation, direct marketing, online communications and exhibitions. This thoroughly updated sixth edition covers all the modern developments in the field, constantly relating them to the contemporary European context. ; 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 covers all the modern developments in the field, constantly relating 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.
630 _aHF COMMERCE
_914
650 _aCommunication in marketing
_x Europe
_93452
650 0 _aMarketing
_xManagement
_zEurope
_910026
650 _aAdvertising Europe
_910027
650 0 _aAdvertising
_92839
650 0 _aCommunication in marketing
_92094
650 _aMarketing
650 _aEurope
_93454
650 _aBusiness and Management
_92437
653 _aBibliography MSc - Marketing Management: Retail & Consumer Goods
700 _aVan den Bergh, Joeri
_eAuthor
_93455
700 _aDe Pelsmacker, Patrick
_eAuthor
_93456
700 _aGeuens, Maggie
_eAuthor
_93457
902 _a564
905 _am
942 _a1
_2ddc
999 _c2179
_d2179