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This book 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.
Compra de libros
Marketing Communications. A European Perspective, Patrick de Pelsmacker, Maggie Geuens, Joeri van den Bergh
- Idioma
- Publicado en
- 2013
- product-detail.submit-box.info.binding
- (Tapa blanda)
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- Idioma
- Inglés
- Editorial
- Pearson
- Publicado en
- 2013
- Formato
- Tapa blanda
- Páginas
- 640
- ISBN10
- 0273773224
- ISBN13
- 9780273773221
- Serie
- Etiquetas
- No ficción, Comercio, Negocios & Gestión, Marketing & Ventas
- Calificación
- 4,1 de 5
- Descripción
- This book 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.