Marketing Communications:A European Perspective pdf epub mobi txt 電子書 下載2025
- Marketing
- D1、商科
- 營銷傳播
- 歐洲視角
- 市場營銷
- 傳播學
- 廣告學
- 公共關係
- 品牌管理
- 消費者行為
- 營銷策略
- 歐洲市場
具體描述
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.
著者簡介
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.
圖書目錄
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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