by Patrick De Pelsmacker, Maggie Geuens, Joeri Van Den Bergh · Financial Times Prentice Hall · tapa blanda · ISBN 9780273773221
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«Marketing Communications: A European Perspective» is the marketing textbook by Patrick De Pelsmacker, Maggie Geuens and Joeri Van Den Bergh, published by Financial Times Prentice Hall in paperback (640 pages, in English).
University textbook covering the fundamentals of commercial communication and its application in the European context. It analyzes the instruments of the communication mix: advertising, public relations, sponsorship, sales promotion, direct marketing, point-of-sale communication, trade fairs and personal selling. It also addresses electronic communication, with chapters on e-marketing, mobile marketing, interactive television and relationship marketing, as well as a chapter on ethical issues in this discipline.
Fifth edition of the work, illustrated and originally published in 2013 by Pearson Education. The copy corresponds to the paperback edition from Financial Times Prentice Hall, with 640 pages in English.
Aimed at undergraduate and postgraduate students of marketing and commercial communication, as well as professionals seeking a structured and European perspective on this discipline.
