Marketing Communications:A European Perspective pdf epub mobi txt 电子书下载 2025

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出版者:FT Prentice Hall

作者:Patrick De Pelsmacker

出品人:

页数:648

译者:

出版时间:2007

价格:£69.99

装帧:Softcover

isbn号码:9780273706939

丛书系列:

图书标签:

Marketing
D1、商科
营销传播
欧洲视角
市场营销
传播学
广告学
公共关系
品牌管理
消费者行为
营销策略
欧洲市场

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具体描述

Marketing Communications: A European Perspective, third edition, covers 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.

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-recognised companies and brands, including Microsoft, Ford, Kitkat, McDonald’s.

This book is designed to be of use to both undergraduate and postgraduate students of marketing communications.

作者简介

Patrick De Pelsmacker is Professor of Marketing at the University of Antwerp, Belgium.

Maggie Geuens is Associate Professor of Marketing at the University of Ghent, and Academic Director of the Brand Management Centre at the Vlerick Leuven Gent Management School.

Joeri Van den Bergh is co-founder and managing partner of InSites, an Internet research consultancy company.

目录信息

1. Integrated communications
2.Branding
3.How marketing communications work
4. Target groups
5.Objectives
6. Budgets
7. Advertising
8. Media planning
9. Advertising research
10. Public relations
11. Sponsorship
12. Sales promotions
13. Direct marketing
14. Point of purchase communications
15. Exhibitions and trade fairs
16. Personal selling
17. E-communication
18. Business-to-business communications
19. International communications
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