(eBook PDF) Marketing Communications: A European Perspective 5rd Edition – Digital Ebook – Instant Delivery Download
product details:
- ISBN-10 : 0273773224
- ISBN-13 : 978-0273773221
- Author: Patrick De Pelsmacker
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.
table of contents:
Chapter 1 – Integrated communications
Chapter 2 – Branding
Chapter 3 – How marketing communications work
Chapter 4 – Marketing communications planning
Chapter 5 – Advertising
Chapter 6 – Online Communication
Chapter 7 – Media planning
Chapter 8 – Brand Activation
Chapter 9 – Direct marketing
Chapter 10 – Public relations
Chapter 11 – Sponsorship
Chapter 12 – Exhibitions aNd trade fairs
Chapter 13 – Measuring campaign effectiveness
Chapter 14 – Ethical issues in marketing communications
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