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Marketing Communications 9780273638711

Marketing Communications

Cornerstones, Instruments and Applications

ISBN-10: 0273638718
ISBN-13: 9780273638711
AUTHOR:
PUBLISHER: Pearson Education, Limited
Also available at Amazon.com
Note: Not guaranteed to come with supplemental materials (access codes, CDs, DVDs)
Product Description: 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

Additional Details


PUBLICATION DATE:
PAGES: 544
CATEGORY: Business & Economics
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