Marketing Communication is not only one of the most visible and widely discussed instruments of the marketing mix, with an overwhelming impact on both society and business, it is also one of the most fascinating.This textbook offers a comprehensive overview of the cornerstones, techniques and applications of marketing communications in a European ...
Marketing Communication is not only one of the most visible and widely discussed instruments of the marketing mix, with an overwhelming impact on both society and business, it is also one of the most fascinating.This textbook 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. Full attention is given to the role of these elements within the marketing communications plan ensuring that students know which tools to employ at what point. In addition Marketing Communications is extremely user-friendly, including a wealth of examples, mini-cases, chapter summaries, review questions and suggested further reading. Key features of the text include: *a consistent European focus*a European or global case per chapter - many of these cases contain original and in-depth material often provided by marketing executives of the brands discussed. Companies covered include: Pringles, Pepsi
Used-Good. This book has been previously used but is in good, tight condition. The book does not show much wear and is clean with no damage to the pages. There may be some slight markings on the cover. Remember, we have a money back guarantee on all our books.
Used-Good. This book is in good condition. All pages are intact, there are no tears to the book and the book is nice and clean. The pages might be slightly dog eared through previous use and textbooks might have a small amount of highlighting but nothing which will obstruct getting the maximum out of the book. Customers are protected by 100% refund guarantee if they are not happy.
Alibris, the Alibris logo, and Alibris.com are registered trademarks of Alibris, Inc.
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited, Baker & Taylor, Inc., or by their respective licensors, or by the publishers, or by their respective licensors. For personal use only. All rights reserved. All rights in images of books or other publications are reserved by the original copyright holders.