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Book Title | : | Marketing Communications |
| Edition | : | 5th | |
| Author(s) | : | Patrick De Pelsmacker, Maggie Geuens, Joeri Van den Bergh | |
| Page | : | 641 Pages | |
| Year Published | : | 2013 | |
| Publisher | : | Pearson Education Limited | |
| ISBN | : | 78-0-273-77324-5 | |
| File Size | : | 15.13 MB | |
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Book Description:
Marketing communications are not only one of the most visible and widely discussed instruments of the marketing mix, with an overwhelming impact on both society and business, they are also one of the most fascinating. Every private consumer and business executive is exposed to advertising. They make use of sales promotions, are approached by sales persons, visit trade fairs and exhibitions, buy famous or not so famous brands, are a target of public relations activity, are exposed to sponsorship efforts, receive direct mail, telemarketing or research calls and visit stores in which no stone is left unturned to influence their buying behaviour. Furthermore, almost every consumer is a regular user of the Internet.
Marketing executives constantly face the challenge of integrating their promotional effort into strategic management and marketing plans. They must integrate the various instruments of the marketing communications mix, build successful brands, try to find out how marketing communications can be instrumental in achieving company objectives, and how they can be applied in specific marketing situations.
Following the success of the first four editions, this fifth edition of Marketing Communications: A European Perspective continues to offer a comprehensive overview of the cornerstones, techniques and applications of marketing in a European context.
Marketing communications are not only one of the most visible and widely discussed instruments of the marketing mix, with an overwhelming impact on both society and business, they are also one of the most fascinating. Every private consumer and business executive is exposed to advertising. They make use of sales promotions, are approached by sales persons, visit trade fairs and exhibitions, buy famous or not so famous brands, are a target of public relations activity, are exposed to sponsorship efforts, receive direct mail, telemarketing or research calls and visit stores in which no stone is left unturned to influence their buying behaviour. Furthermore, almost every consumer is a regular user of the Internet.
Marketing executives constantly face the challenge of integrating their promotional effort into strategic management and marketing plans. They must integrate the various instruments of the marketing communications mix, build successful brands, try to find out how marketing communications can be instrumental in achieving company objectives, and how they can be applied in specific marketing situations.
Following the success of the first four editions, this fifth edition of Marketing Communications: A European Perspective continues to offer a comprehensive overview of the cornerstones, techniques and applications of marketing in a European context.
| Table of Contents: | |
| Chapter 1 | Integrated communications. |
| Chapter 2 | Branding. |
| Chapter 3 | How marketing communications work. |
| Chapter 4 | Target groups. |
| Chapter 5 | Objectives. |
| Chapter 6 | Budgets. |
| Chapter 7 | Advertising. |
| Chapter 8 | Media planning. |
| Chapter 9 | Advertising research. |
| Chapter 10 | DPublic relations. |
| Chapter 11 | Sponsorship. |
| Chapter 12 | Brand activation. |
| Chapter 13 | Direct marketing. |
| Chapter 14 | Exhibitions and trade fairs. |
| Chapter 15 | E-communication. |
| Chapter 16 | Ethical issues in marketing communications. |
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