A European Perspective
By Patrick De Pelsmacker, et al.
Financial Times / Pearson Education
610 pages, illustrated, 7 1/2 x 9 3/4"
$99.50 paper original
Now in its third edition, Marketing Communications: A European Perspective offers a comprehensive outline of the theories, methodologies and applications of marketing communications in a continental context. All elements of the communications mix are represented here, including advertising, public relations, sponsorship, sales promotion, direct marketing, point-of-purchase communications, exhibitions, personal selling and the Internet. Brand new coverage of emerging topics, including ethics, creativity in advertising, the ‘new’ consumer groups and trends, are accompanied by a variety of insightful case studies.
Marketing Communications: A European Perspective, third edition, is designed to be of use to both undergraduate and postgraduate students of marketing communications. Lecturers and practitioners will also be impressed with the many pedagogical features the text offers: real-world examples, mini-cases, chapter summaries, review questions and comprehensive reading lists for suggested further research.
Filled with original, in-depth material, and supported by input from a number of premier marketing executives, Marketing Communications: A European Perspective, third edition, offers coverage from globally-recognized companies and brands, including Microsoft, Ford, Kitkat, McDonald’s and Samsung, as well as organizations like Handicap International and UNICEF.
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