Patrick De Pelsmacker

Maggie Geuens

Joeri Van den Bergh

Marketing communication has an overwhelming impact on both society and business. This text offers a comprehensive overview of the cornerstones, techniques and applications of marketing communications practice in a European context.

A European Perspective

Marketing Communications

Joeri Van Den Bergh

Marketing Communications: A European Perspective 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. Building on the success of the third edition, the fourth edition comes fully updated with brand new material on a diverse range of products and brands such as Coke Zero, Twitter and Wii Fit, as well as coverage of topical issues such as the Barack Obama campaign and the EU anti-smoking campaign. The fifth edition of Marketing Communications: A European Perspective has been fully updated to include: A brand new chapter examining ethical issues in marketing communications Brand new end-of-chapter cases on international companies and organisations such as Mars, UNICEF, Carrefour and many more Video case material linking key marketing communication theory with the practical issues faced by marketing professionals in a variety of companies The book is suitable for both undergraduate and postgraduate students of marketing communications

Joeri van den Bergh

Patrick de Pelsmacker

Looking at critical communication issues in a marketing context, this text covers a wide range of topics, including budgets, advertising, media planning and public relations.

Maggie Geuens

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