Marketing Communications - Softcover

De Pelsmacker, Prof Patrick; Geuens, Prof Maggie; Van Den Bergh, Joeri

Softcover

ISBN 10: 0273638718 ISBN 13: 9780273638711

Publisher: Financial Times/ Prentice Hall, 2000

Synopsis

Marketing Communication is not only one of the most visible and widely discussed instruments of the marketing mix, with an overwhelming impact on both society and business, it is also one of the most fascinating.

This textbook offers a comprehensive overview of the cornerstones, techniques and applications of marketing communications in a European context Separate chapters cover all elements of the marketing mix, including public relations, sponsorship, sales promotion, direct marketing, point-of-purchase communications, exhibitions, personal selling and the internet.  Full attention is given to the role of these elements within the marketing communications plan ensuring that students now which tools to employ at what point.

In addition Marketing Communications is extremely user-friendly, including a wealth of examples, mini-cases, chapter summaries, review questions and suggested further reading.

About this title

From the Back Cover

Marketing Communication is not only one of the most visible and widely discussed instruments of the marketing mix, with an overwhelming impact on both society and business, it is also one of the most fascinating.
This textbook offers a comprehensive overview of the cornerstones, techniques and applications of marketing communications in a European context. Chapter coverage includes 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. Full attention is given to the role of these elements within the marketing communications plan ensuring that students know which tools to employ at what point.
In addition Marketing Communications is extremely user-friendly, including a wealth of examples, mini-cases, chapter summaries, review questions and suggested further reading.
Key features of the text include-

a consistent European focus
a European or global case per chapter - many of these cases contain original and in-depth material often provided by marketing executives of the brands discussed. Companies covered include- Pringles, Pepsi Max, Mercedes, Pantene, Redbull, Yahoo! and many more!
coverage of emerging and important areas within marketing communications such as branding, how communications work and the internet
excellent coverage of specific sectors and contexts both through case studies and specific chapters on international marketing communications and business-to-business.
Patrick De Pelsmacker is Professor of Marketing at the University of Antwerp (RUCA), Belgium. He is part-time Professor of Marketing at the University of Ghent and dean of the Universiteit Antwerpen Management School.
Maggie Geuens is Professor of Marketing at the Univeristy of Ghent and at De Vlerick Leuven Gent Management School. As well as being invlved in consultancy Maggie has taught extensively on advertising effectiveness and consumer behaviour.
Joeri Van den Bergh is co-founder and managing partner of Insites, an internet research consultancy company. He has taught widely in various marketing programmes and is regularly involved with in-company training and consultancy. He has a strong research background and has published widely on areas covering marketing communications, senior consumer marketing and internet communications and research techniques.

Edition details

• Publisher: Financial Times/ Prentice Hall
• Publication date: 2000
• Language: English
• ISBN 10: 0273638718
• ISBN 13: 9780273638711
• Binding: Paperback
• Edition number: 1
• Number of pages: 544