000			02760nam a2200349Ia 4500
001			528
008			230305s2010 xx 000 0 und d
020			_a9780273721383
040			_cTBS
041			_aeng
043			_aen_UK
245		0	_aMarketing communications (2010, 4 ed.)
250			_a4ª ed
260			_bPearson Prentice Hall, _c2010
300			_axxiii + 660 p. ; 26 cm
500			_aa european perspective
520			_aMarketing 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).
630			_aHF COMMERCE _914
650			_aCommunication in marketing _x Europe _93452
650		0	_aCommunication in marketing _92094
650			_aEurope _93454
653			_aBibliography MSc - Marketing Management: Retail & Consumer Goods
700			_aVan den Bergh, Joeri _eAuthor _93455
700			_aDe Pelsmacker, Patrick _eAuthor _93456
700			_aGeuens, Maggie _eAuthor _93457
856			_uhttp://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
902			_a564
905			_am
911			_ahttps://biblioteca.tbs-education.es/portadas/9780273721383.jpg
942			_a1 _2ddc
999			_c536 _d536