Marketing communications : a european perspective Upplaga 5

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 all elements of the communications mix, including advertising, public relations, sponsorship, brand activation, direct marketing and exhibitions. This thoroughly updated fifth 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.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 and part-time Professor of Marketing at Ghent University.Maggie Geuens is Professor of Marketing at Ghent University and affiliated researcher at the Vlerick Business School.Joeri Van den Bergh is co-founder, managing partner and Gen Y expert of InSites Consulting, a global research agency, and author of How Cool Brands Stay Hot. (Pearson)