Browse and purchase any student and teaching resources, digital learning resources and educational textbooks.
Find any digital resource - Pearson eTexts, Lightbook, VitalSource, eBooks, MyLabs, Reader 2.0 & more.
Introducing the fast and easy way to shop. Simply enter your ISBN (unique product code) and checkout.
A step-by-step guide on how to order online.
Support your child's learning in Literacy, Maths, Science, History, Geography & more.
Find the resources you need to excel in Maths, Science, English, History, Geography & more.
We have all your university resources as well as MyLab, Mastering and eText access codes.
Vocational & TAFE resources including building & construction, plumbing, electrical and more.
Check out our extensive range of ELT resources for anyone at any age.
Primary school resources for Australian Curriculum English, Maths, Science, History, Geography & more.
Secondary teaching resources for Australian Curriculum (and for NSW), Pearson Custom, webinars & more.
Major conferences and professional development for leading pearson products for Schools, Health and HR professionals.
Browse our extensive range of educational products, resources and services.
VET teaching resources developed for a range of Australian Quality Training Framework Packages.
Browse the complete range of 2015 Pearson ELT resources, including Pearson English Readers.
Booksellers can login for extra benefits - product lists, view net pricing, stock levels and order direct.
Pearson contracted authors can access a range of resources, including the asset library and artwork briefs.
Find out about our commitment to education and learning. Overview of our products and services.
We provide learning resources and services such as research, assessment and digital repositories.
We are interested in seeking out the very best talent in authoring and innovation.
We are at the forefront of digital learning. Discover our full range of digital resources.
Browse the full listing of job vacancies with Pearson Australia.
We would love to hear from you.
You are here:
Pearson Australia Home
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:
The book is suitable for both undergraduate and postgraduate students of marketing communications
Chapter 1 - Integrated communicationsChapter 2 - BrandingChapter 3 - How marketing communications workChapter 4 - Target groupsChapter 5 - Objectives Chapter 6 - Budgets Chapter 7 - Advertising Chapter 8 - Media Planning Chapter 9 - Advertising Research Chapter 10 - Public RelationsChapter 11 - SponsorshipChapter 12 - Brand ActivationChapter 13 - Direct MarketingChapter 14 - Exhibitions and trade fairs Chapter 15 - E-communication
Chapter 16 - Ethical Issues in Marketing Communications
Understanding the formats available
This product is available in different formats to suit your needs, from the traditional printed textbook to an online MyLab/Mastering learning program your lecturer may use throughout your course.
Note: Only purchase MyLab/Mastering access if it has been set by your lecturer. For an optimal learning experience we recommend that you buy your MyLab/Mastering with an integrated eText.
© Copyright 2015 Pearson Australia Group Pty Ltd. All Rights Reserved. ABN 40 004 245 943