Marketing Communications eBook ePub (ePub)

Learn the techniques and applications of marketing communications in a European context

Marketing Communications: A European Perspective, 7th Edition, by De Pelsmacker, Geuens and Van Den Bergh provides an extensive overview of the key concepts, techniques and applications of marketing communications within a European context. This book provides in-depth coverage of consumer behaviour and branding foundations of marketing communications, and all elements of the communications mix, including advertising, public relations, sponsorship, brand activation, direct marketing and exhibitions. Building on the success of the last edition, the 7th edition uses examples, case studies and research results from various countries, industries and markets to make the concepts more practice orientated and help you grasp essential facts. Extensive case material on global brands like Snickers, Libresse, Guinness, Costco, Baunat, Trooper and Lego have been added to reflect the recent developments in marketing communications.

The book is suitable for both undergraduate and postgraduate students of marketing communications. It can also be used by marketing communications professionals who want an overview of the whole field.

Patrick De Pelsmacker is Professor of Marketing at the University of Antwerp and part-time Professor of Marketing at Ghent University. He has co-authored textbooks on marketing communications and marketing research techniques.

Maggie Geuens is Professor of Marketing at Ghent University. Her research interest is in advertising, branding and consumer behaviour, and she has published in top-tier journals in these fields.

Joeri Van den Bergh is co-founder and managing partner of InSites Consulting, a global research agency. He is a regular speaker at global marketing and research conferences and conducts in-company trainings.

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