TY  - BOOK
AU  - Van den Bergh, Joeri
AU  - De Pelsmacker, Patrick
AU  - Geuens, Maggie
TI  - Marketing communications (2010, 4 ed.)
SN  - 9780273721383
PY  - 2010///
PB  - Pearson Prentice Hall
KW  - HF COMMERCE
KW  - Communication in marketing
KW  -  Europe
KW  - Europe
KW  - Bibliography MSc - Marketing Management: Retail & Consumer Goods
N1  - a european perspective
N2  - Marketing Communications: A European Perspective provides an extensive overview of the key techniques and applications of marketing 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. ; Building on the success of the third edition, the fourth edition comes fully updated with brand new material on a diverse range of products and brands such as Coke Zero, Twitter and Wii Fit, as well as coverage of topical issues such as the Barack Obama campaign and the EU anti-smoking campaign.   ; New to this Edition ; New chapter on ethics ; Final two chapters on B2B and International marketing communications are removed and content integrated throughout the text. ; Re-written first chapter to give a more cohesive overview and integrated picture of marketing communications planning. ; New 4 colour design with photos. ; New Case Matrix for ease of reference of both long chapter-end case studies and mini-cases within the text.  ; Answers to the Case Study questions (for lecturers) will be enriched with past studnet answers and feedback from the companies featured in the cases themselves. ; Possible use of video cases with assignements built around them (either inthe book or online for Lecturers)
UR  - http://books.google.com/books?id=vDTiukzRteEC&printsec=frontcover&dq=inauthor:%22Patrick+de+Pelsmacker%22&hl=es&ei=USsrTbu4NZKo8APhk9SjCw&sa=X&oi=book_result&ct=book-thumbnail&resnum=3&ved=0CDcQ6wEwAg#v=onepage&q&f=false
ER  -