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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.
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Marketing Communications. A European Perspective, Patrick de Pelsmacker, Maggie Geuens, Joeri van den Bergh
- Langue
- Année de publication
- 2013
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