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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. are studying marketing communications but should also useful for practitioners. There are real-world examples, mini-cases, chapter summaries, review questions and suggested further reading. It offers coverage from brands including: Pringles, Pepsi Max, Mercedes, Pantene, Redbull and Yahoo!
Compra de libros
Marketing Communications, Patrick de Pelsmacker, Maggie Geuens, Joeri van den Bergh
- Idioma
- Publicado en
- 2004
- Encuadernación
- (Tapa blanda)
Métodos de pago
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- Título
- Marketing Communications
- Subtítulo
- A European Perspective - Second Edition
- Idioma
- Inglés
- Editorial
- Financial Times Management
- Publicado en
- 2004
- Formato
- Tapa blanda
- Páginas
- 578
- ISBN10
- 0273685007
- ISBN13
- 9780273685005
- Serie
- Etiquetas
- Comercio
- Calificación
- 4,1 de 5
- Descripción
- 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. are studying marketing communications but should also useful for practitioners. There are real-world examples, mini-cases, chapter summaries, review questions and suggested further reading. It offers coverage from brands including: Pringles, Pepsi Max, Mercedes, Pantene, Redbull and Yahoo!