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Marketing Communications: A European Perspective Paperback – July 14, 2010

ISBN-13: 978-0273721383 ISBN-10: 0273721380 Edition: 4th

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Editorial Reviews

From the Back Cover

"At last!! The latest scientific insights combined with the harsh day-to-day reality. For all those who stand by the need for truly integrated communications and for those who believe that practice makes perfect, you will be surprised how little we know... until you read this book."

Fons Van Dyck, Strategy Director, VVL/BBDO Brussels

Marketing Communications: A European Perspective, second edition,

 offers 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.

"This book has an intriguing empirical focus on European and international cases. It offers a comprehensive up-to-date and all round overview of this field of business practice and study. I admire the authors' ability to integrate current trends and recent research results in marketing communications into such an overview. The authors succeed in making the study of marketing communications both relevant and applicable, without going for compromises with regard to theoretical depth and reflectivity."

Dr Roy Langer, Copenhagen Business School

Extremely user-friendly, Marketing Communications: A European Perspective, second edition, is geared toward both undergraduate and postgraduate students who are studying marketing communications. It is also useful for practitioners. The text offers comprehensive pedagogy, including real-world examples, mini-cases, chapter summaries, review questions and suggested further reading.

"Expert and thought provoking, this stimulating text is without doubt the best currently available in the marketing communications field."

Dr Roger Bennett, Professor of Marketing, London Metropolitan University

Filled with original and in-depth material, often provided by leading marketing executives, Marketing Communications: A European Perspective, second edition, offers coverage from brands including: Mercedes, Redbull, Ericsson, Sony and Nike. Learn how industry leaders deal with emerging issues such as branding, the Internet, B2B marketing and more!

"A fresh and insightful approach for lecturers, students, and anyone who needs a complete and accurate view on marketing communications. We use it in our postgraduate courses because it gives an excellent grounding into business, blending theory and mainly European case studies."

Freddy Vander Mijnsbrugge, Marketing Foundation, Brussels

Patrick De Pelsmacker is Professor of Marketing at the University of Antwerp, Belgium.

Maggie Geuens is Professor of Marketing at the University of Ghent and at the Vlerick Leuven Gent Management School.

Joeri Van den Bergh is co-founder and managing partner of InSites, an Internet research consultancy company.

--This text refers to an out of print or unavailable edition of this title.

About the Author

Patrick De Pelsmacker holds a PhD in economics (University of Ghent, Belgium). He is Professor of Marketing at the University of Antwerp, Belgium and part-time Professor of Marketing at the University of Ghent. Maggie Geuens holds a PhD in applied economics at the University of Antwerp, Belgium, where she also worked as an assistant professor. Currently she is Professor of Marketing at the University of Ghent. She is the academic director of the Brand Management Centre at the Vlerick Leuven Gent Management School. Joeri Van den Bergh holds a masters degree in marketing (University of Ghent and the Vlerick Leuven Gent Management School). He is a regular teacher in various marketing programmes, has been involved in in-company training and consultancy, and is Secretary of the Board of Ancienne Belgique (AB), one of Europe's leading music venues.

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Product Details

  • Paperback: 660 pages
  • Publisher: Financal Times Management; 4 edition (July 14, 2010)
  • Language: English
  • ISBN-10: 0273721380
  • ISBN-13: 978-0273721383
  • Product Dimensions: 1 x 7.5 x 10 inches
  • Shipping Weight: 2.8 pounds (View shipping rates and policies)
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Best Sellers Rank: #2,309,449 in Books (See Top 100 in Books)

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Most Helpful Customer Reviews

By A Customer on April 12, 2003
Format: Paperback
Marketing actually is communication. A price communicates, the way of distribution communicates. Create your marketing based on the way it communicates to your publics and your first step to integration is set. This book is standard basics and fundamental on your way to integrated contacts with all your stakeholders.
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Marketing Communications: A European Perspective
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