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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
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