Marketing communications Upplaga 2

"At last!! The latest scientific insights combined with the harsh day-to-day reality. For all those who stand by the need for truly integrated communications and for those who believe that practice makes perfect, you will be surprised how little we know until you read this book." Fons Van Dyck, Strategy Director, VVL/BBDO Brussels Marketing Communications: A European Perspective, second edition, 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, sponsorship, sales promotion, direct marketing, point-of-purchase communications, exhibitions, personal selling and the Internet. "This book has an intriguing empirical focus on European and international cases. It offers a comprehensive up-to-date and all round overview of this field of business practice and study. I admire the authors ability to integrate current trends and recent research results in marketing communications into such an overview. The authors succeed in making the study of marketing communications both relevant and applicable, without going for compromises with regard to theoretical depth and reflectivity." Dr Roy Langer, Copenhagen Business School Extremely user-friendly, Marketing Communications: A European Perspective, second edition, is geared toward both undergraduate and postgraduate students who are studying marketing communications. It is also useful for practitioners. The text offers comprehensive pedagogy, including real-world examples, mini-cases, chapter summaries, review questions and suggested further reading. "Expert and thought provoking, this stimulating text is without doubt the best currently available in the marketing communications field." Dr Roger Bennett, Professor of Marketing, London Metropolitan University Filled with original and in-depth material, often provided by leading marketing executives, Marketing Communications: A European Perspective, second edition, offers coverage from brands including: Mercedes, Redbull, Ericsson, Sony and Nike. Learn how industry leaders deal with emerging issues such as branding, the Internet, B2B marketing and more! "A fresh and insightful approach for lecturers, students, and anyone who needs a complete and accurate view on marketing communications. We use it in our postgraduate courses because it gives an excellent grounding into business, blending theory and mainly European case studies." Freddy Vander Mijnsbrugge, Marketing Foundation, Brussels Patrick De Pelsmacker is Professor of Marketing at the University of Antwerp, Belgium. Maggie Geuens is Professor of Marketing at the University of Ghent and at the Vlerick Leuven Gent Management School. Joeri Van d...