Marketing Communications. A European Perspective

Autori

• Patrick de Pelsmacker
• Maggie Geuens
• Joeri van den Bergh

Parametri

• 640 pagine
• 23 ore di lettura

• Business & Management
• Commercio
• Marketing & Vendite
• Saggistica

Maggiori informazioni sul libro

This book 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.

Lingua: Inglese

Pubblicato: 2013

(In brossura)