

Patrick De Pelsmacker is professor Marketing aan de Universiteit van Antwerpen. Hij is ook parttime professor Marketing aan de Universiteit van Gent en Decaan van de Universiteit Antwerpen Management School.
Meer over de auteursMarketing Communications
A European Perspective
Paperback Engels 2017 9781292135762Samenvatting
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.
The book covers the consumer behaviour and branding foundations of marketing communications, and all elements of the communications mix, including (online) advertising, public relations, sponsorship, brand activation, direct marketing and exhibitions. This thoroughly updated sixth edition covers all the modern developments in the field, constantly relating them to the contemporary European context. A hugely diverse range of products and brands, from Samsung and Speedo to Angry Birds and Abercrombie & Fitch, is covered.
The book is suitable for both undergraduate and postgraduate students of marketing communications.
Specificaties
Lezersrecensies
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Over Maggie Geuens
Over Joeri van den Bergh
Inhoudsopgave
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
 
Rubrieken
- Advisering
- Algemeen management
- Coaching en trainen
- Communicatie en media
- Economie
- Financieel management
- Inkoop en logistiek
- Internet en social media
- IT-management / ICT
- Juridisch
- Leiderschap
- Marketing
- Mens en maatschappij
- Non-profit
- Ondernemen
- Organisatiekunde
- Personal finance
- Personeelsmanagement
- Persoonlijke effectiviteit
- Projectmanagement
- Psychologie
- Reclame en verkoop
- Strategisch management
- Verandermanagement
- Werk en loopbaan