Marketing Communications: A European Perspective

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9780273706939: Marketing Communications: A European Perspective

Marketing Communications: A European Perspective, third edition, covers all elements of the communications mix, including advertising, public relations, sponsorship, sales promotion, direct marketing, point-of-purchase communications, exhibitions, personal selling and the Internet.

Filled with original, in-depth material, and supported by input from a number of premier marketing executives, Marketing Communications: A European Perspective, third edition, offers coverage from globally-recognised companies and brands, including Microsoft, Ford, Kitkat, McDonald’s 

This book is designed to be of use to both undergraduate and postgraduate students of marketing communications.

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From the Back Cover:

Marketing Communications: A European Perspective, third edition

Now in its third edition, Marketing Communications: A European Perspective offers a comprehensive outline of the theories, methodologies and applications of marketing communications in a continental context. All elements of the communications mix are represented here, including advertising, public relations, sponsorship, sales promotion, direct marketing, point-of-purchase communications, exhibitions, personal selling and the Internet. Brand new coverage of emerging topics, including ethics, creativity in advertising, the ‘new’ consumer groups and trends, are accompanied by a variety of insightful case studies.

Marketing Communications: A European Perspective, third edition, is designed to be of use to both undergraduate and postgraduate students of marketing communications. Lecturers and practitioners will also be impressed with the many pedagogical features the text offers: real-world examples, mini-cases, chapter summaries, review questions and comprehensive reading lists for suggested further research.

Filled with original, in-depth material, and supported by input from a number of premier marketing executives, Marketing Communications: A European Perspective, third edition, offers coverage from globally-recognised companies and brands, including Microsoft, Ford, Kitkat, McDonald’s and Samsung, as well as organisations like Handicap International and UNICEF.

Patrick De Pelsmacker is Professor of Marketing at the University of Antwerp, Belgium.

Maggie Geuens is Associate Professor of Marketing at the University of Ghent, and Academic Director of the Brand Management Centre at the Vlerick Leuven Gent Management School.

Joeri Van den Bergh is co-founder and managing partner of InSites, an Internet research consultancy company.

About the Author:

Patrick De Pelsmacker holds a PhD in economics (University of Ghent, Belgium). He is Professor of Marketing at the University of Antwerp, Belgium and part-time Professor of Marketing at the University of Ghent.

 

Maggie Geuens holds a PhD in applied economics at the University of Antwerp, Belgium, where she also worked as an assistant professor. Currently she is Professor of Marketing at the University of Ghent. She is the academic director of the Brand Management Centre at the Vlerick Leuven Gent Management School.

 

Joeri Van den Bergh holds a masters degree in marketing (University of Ghent and the Vlerick Leuven Gent Management School). He is a regular teacher in various marketing programmes, has been involved in in-company training and consultancy, and is Secretary of the Board of Ancienne Belgique (AB), one of Europe’s leading music venues.

 

"About this title" may belong to another edition of this title.

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