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This book provides an extensive overview of the key concepts, techniques and applications of marketing communications 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.
Nákup knihy
Marketing Communications. A European Perspective, Patrick de Pelsmacker, Maggie Geuens, Joeri van den Bergh
- Jazyk
- Rok vydání
- 2013
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Doručení
Platební metody
Navrhnout úpravu
- Titul
- Marketing Communications. A European Perspective
- Jazyk
- anglicky
- Vydavatel
- Pearson
- Vydavatel
- 2013
- ISBN10
- 0273773224
- ISBN13
- 9780273773221
- Kategorie
- Podnikání a ekonomie
- Anotace
- This book provides an extensive overview of the key concepts, techniques and applications of marketing communications 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.