Marketing communications : a European perspectiveUpplaga 4

Marketing Communications: A European Perspective provides an extensive overview of the key concepts, techniques and applications of marketing communications within a European context. The book covers all elements of the communications mix, including advertising, public relations, sponsorship, sales promotion, direct marketing, point-of-purchase communications, exhibitions, and personal selling. It also offers up-to-date coverage of e-communication, including e-marketing, mobile marketing, interactive television and relationship marketing. Building on the success of the third edition, the fourth edition comes fully updated with brand new material on a diverse range of products and brands such as Coke Zero, Twitter and Wii Fit, as well as coverage of topical issues such as the Barack Obama campaign and the EU anti-smoking campaign. New to this edition: A brand new chapter examining ethical issues in marketing communications. Brand new end-of-chapter cases on international companies and organisations such as Mars, UNICEF, Carrefour and many more. Video case material linking key marketing communication theory with the practical issues faced by marketing professionals in a variety of companies. The book is suitable for both undergraduate and postgraduate students of marketing communications. About the authors Patrick De Pelsmacker is Professor of Marketing at the University of Antwerp, Belgium and part-time Professor of Marketing at the University of Ghent, Belgium. Maggie Geuens is Professor of Marketing at the University of Ghent, Belgium. She is also the academic director of the Brand Management Centre at the Vlerick Leuven Gent Management School. Joeri Van den Bergh is one of the founders and managing partners of InSites Consulting, an Internet research and consultancy firm. He is a regular teacher in various marketing programmes, and has been involved in in-company training and consultancy.