Marketing Communications: A European Perspective is the perfect resource for European students of marketing communications. Providing an extensive overview of the key concepts, techniques and applications of the field within a European context, it offers a fresh and comprehensive introduction to the discipline.
Chapter 1 - Integrated communications
Chapter 2 - Branding
Chapter 3 - How marketing communications work
Chapter 4 - Marketing communications planning
Chapter 5 - Advertising
Chapter 6 - Online Communication
Chapter 7 - Media planning
Chapter 8 - Brand Activation
Chapter 9 - Direct marketing
Chapter 10 - Public relations
Chapter 11 - Sponsorship
Chapter 12 - Exhibitions aNd trade fairs
Chapter 13 - Measuring campaign effectiveness
Chapter 14 - Ethical issues in marketing communications
Patrick De Pelsmacker is Professor of Marketing at the University of Antwerp and part-time Professor of Marketing at Ghent University. Maggie Geuens is Professor of Marketing at Ghent University and affiliated researcher at the Vlerick Business School. Joeri Van den Bergh is co-founder, managing partner and Gen Y expert of InSites Consulting, a global research agency, and author of How Cool Brands Stay Hot.
