TY  - BOOK
AU  - Van den Bergh, Joeri
AU  - De Pelsmacker, Patrick
AU  - Geuens, Maggie
TI  - Marketing communications (2018, 6 ed.)
SN  - 9781292135762
PY  - 2018///
PB  - Pearson Prentice Hall
KW  - HF COMMERCE
KW  - Communication in marketing
KW  -  Europe
KW  - Marketing
KW  - Management
KW  - Europe
KW  - Advertising Europe
KW  - Advertising
KW  - Business and Management
KW  - Bibliography MSc - Marketing Management: Retail & Consumer Goods
N1  - a european perspective
N2  - Marketing Communications: A European Perspective is the perfect resource for European students of marketing communications. Providing an extensive overview of the key concepts, techniques and applications of the field within a European context, it offers a fresh and comprehensive introduction to the discipline. ; The book covers all elements of the communications mix, including advertising, public relations, sponsorship, brand activation, direct marketing, online communications and exhibitions. This thoroughly updated sixth edition covers all the modern developments in the field, constantly relating them to the contemporary European context. ; The book covers the consumer behaviour and branding foundations of marketing communications, and all elements of the communications mix, including (online) advertising, public relations, sponsorship, brand activation, direct marketing and exhibitions. This thoroughly updated sixth edition covers all the modern developments in the field, constantly relating them to the contemporary European context. A hugely diverse range of products and brands, from Samsung and Speedo to Angry Birds and Abercrombie & Fitch, is covered
ER  -