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Marketing Communications - A European Perspective (Paperback, 7th edition)
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Marketing Communications - A European Perspective (Paperback, 7th edition)
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Learn the techniques and applications of marketing communications
in a European context    Marketing
Communications: A European Perspective, 7th Edition, by
De Pelsmacker, Geuens and Van Den
Bergh provides an extensive overview of the key concepts,
techniques and applications of marketing communications within a
European context. This book provides in-depth coverage of consumer
behaviour and branding foundations of marketing communications, and
all elements of the communications mix, including advertising,
public relations, sponsorship, brand activation, direct marketing
and exhibitions. Building on the success of the last edition, the
7th edition uses examples, case studies and research results from
various countries, industries and markets to make the concepts more
practice orientated and help you grasp essential
facts. Extensive case material on global brands like
Snickers, Libresse, Guinness, Costco, Baunat, Trooper
and Lego have been added to reflect the
recent developments in marketing communications. Â
Pearson, the world’s learning company.
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