Marketing Communications: A European Perspective (5e) : 9780273773221

Marketing Communications: A European Perspective (5e)

 
Edition
 
5th
ISBN
 
9780273773221
ISBN 10
 
0273773224
Published
 
30/06/2013
Published by
 
Pearson United Kingdom
Pages
 
640
Format
 
Out of stock
 
Title type
Book
$99.95
 
 
 
Description

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.

 

The fifth edition of Marketing Communications: A European Perspective has been fully updated to include:

  • 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

 

Table of contents

Chapter 1 - Integrated communications
Chapter 2 - Branding
Chapter 3 - How marketing communications work
Chapter 4 - Target groups
Chapter 5 - Objectives
Chapter 6 - Budgets
Chapter 7 - Advertising
Chapter 8 - Media Planning
Chapter 9 - Advertising Research
Chapter 10 - Public Relations
Chapter 11 - Sponsorship
Chapter 12 - Brand Activation
Chapter 13 - Direct Marketing
Chapter 14 - Exhibitions and trade fairs 
Chapter 15 - E-communication

Chapter 16 - Ethical Issues in Marketing Communications

Features & benefits

  • Extensive overview of key concepts written in a clear concise style
  • Written from a European perspective with instantly recognisable case studies
  • Strong on marketing with new media
  • End-of-chapter cases on international companies and organisations
  • Video case material linking key marketing communication theory with the practical issues faced by marketing professionals in a variety of companies