Marketing Communications |
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| Author:
| Geuens, Maggie |
| ISBN: | 978-1-280-60136-1 |
| Publication Date: | Jan 2004 |
| Publisher: | Pearson Education
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| Book Format: | Ebook |
| List Price: | USD $82.82 |
Book Description:
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A comprehensive overview of the cornerstones, techniques and applications of marketing communications in a European context. Chapter coverage includes 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.; The book is geared toward both undergraduate and postgraduate students who are studying marketing communications but should...
More DescriptionA comprehensive overview of the cornerstones, techniques and applications of marketing communications in a European context. Chapter coverage includes 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.; The book is geared toward both undergraduate and postgraduate students who are studying marketing communications but should also useful for practitioners. There are real-world examples, mini-cases, chapter summaries, review questions and suggested further reading.