Foundation of Marketing Communications

This book explains and teaches you which roads to take if you want to achieve success in the field of marketing communications. A "must-read" for all communication students; a "must-always-have-nearby" for all communication professionals. Wherever you go, go with this guide." - Marc Michils, CEO, Saatchi & Saatchi Quattro. "The future of brands is in establishing strong connections with their core consumers. This requires more than the "4 Ps" and more than "above-the-line." It is about...
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This book explains and teaches you which roads to take if you want to achieve success in the field of marketing communications. A "must-read" for all communication students; a "must-always-have-nearby" for all communication professionals. Wherever you go, go with this guide." - Marc Michils, CEO, Saatchi & Saatchi Quattro. "The future of brands is in establishing strong connections with their core consumers. This requires more than the "4 Ps" and more than "above-the-line." It is about building on all "brand-touch points" or "brand connection points." This book contains ideas and best practice cases on how to do it right. Enjoy!" - Jean-Luc Charlier, Vice President, Global Commercial Services, InBev. Looking for a concise, yet comprehensive overview of the cornerstones, techniques and applications of marketing communications in a European context?; Based on the authoritative and successful "Marketing Communications: A European Perspective, 2e," by Patrick De Pelsmacker, Maggie Geuens, and Joeri Van den Bergh, these respected authors provide a fresh and insightful approach to anyone who needs an introduction and accurate view on marketing communications. "A book on marketing communications must, above all, communicate. This is where "Foundations of Marketing Communications: A European Perspective" excels. It connects so extremely well with its audience! The structure is clear, the content is state-of-the-art, and the perspective is downright practical. The authors carefully craft a powerful tour d'horizon of the incredibly vast domain of marketing communications, without ever disorienting the reader. Valuable insights are shared, and the shallow turbo-powered marketing claptrap - so abundant in many of the other books on the subject - is constantly avoided. This book is a "must-read" for anybody with an interest in marketing communications." - Rudy Moenaert, Professor of Strategic Marketing, Tias Business School, Tilburg, The Netherlands.; Geared to undergraduate and post-graduate students who want to extend their knowledge of various aspects of marketing communications, this book can also be used by marketing communication professionals who want an overview of the field. Filled with a plethora of examples, cases, and research results, this book provides a consistent European focus. "This book is a well-written text that encompasses the essence of marketing communications and presents it clearly and systematically. It is therefore very useful for every marketing and communications manager, as a reference and day-to-day guide." - Daniel Viane, Marketing Manager, Fortis Bank. Patrick De Pelsmacker is Professor of Marketing at the University of Antwerp, Belgium. Maggie Geuens is Professor of Marketing at the University of Ghent and at the Vlerick Leuven Gent Management School. Joeri Van den Bergh is co-founder and managing partner of InSites, an Internet research consultancy company.