Marketing Communications: A European Perspective

by Pelsmacker, Patrick De; Geuens, Maggie; Bergh, Joeri Van Den

• ISBN13: 9780273685005
• ISBN10: 0273685007
• Edition: 2nd
• Format: Paperback
• Copyright: 2004-06-01
• Publisher: Trans-Atlantic Pubns

Summary

"At last!! The latest scientific insights combined with the harsh day-to-day reality. For all those who stand by the need for truly integrated communications and for those who believe that practice makes perfect, you will be surprised how little we know... until you read this book."<>Fons Van Dyck, Strategy Director, VVL/BBDO Brussels<>Marketing Communications: A European Perspective<>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.<>"Expert and thought provoking, this stimulating text is without doubt the best currently available in the marketing communications field."<>Dr Roger Bennett, Professor of Marketing, London Metropolitan University<>Extremely user-friendly, Marketing Communications: A European Perspective is geared toward both undergraduate and postgraduate students who are studying marketing communications. It is also useful for practitioners. The text offers comprehensive pedagogy, including real-world examples, mini-cases, chapter summaries, review questions and suggested further reading.<>"This book has an intriguing empirical focus on European and international cases. It offers a comprehensive up-to-date and all round overview of this field of business practice and study. I admire the authors' ability to integrate current trends and recent research results in marketing communications into such an overview. The authors succeed in making the study of marketing communications both relevant and applicable, without going for compromises with regard to theoretical depth and reflectivity."<>Dr Roy Langer, Copenhagen Business School<>Filled with original and in-depth material, often provided by leading marketing executives, Marketing Communications: A European Perspective offers coverage from brands including: Pringles, Pepsi Max, Mercedes, Pantene, Redbull and Yahoo! Learn how industry leaders deal with emerging issues such as branding, the Internet, B2B marketing and more!<>"A fresh and insightful approach for lecturers, students, and anyone who needs a complete and accurate view on marketing communications. We use it in our postgraduate courses because it gives an excellent grounding into business, blending theory and mainly European case studies."<>Freddy Vander Mijnsbrugge, Marketing Foundation, Brussels<>Patrick De Pelsmacker is Professor of Marketing at the University of Antwerp, Belgium. He is part-time Professor of Marketing at the University of Ghent and Dean of the Universiteit Antwerpen Management School. He is involved in consultancy and has extensive experience in teaching marketing, consumer behaviour, marketing research and marketing communications in both undergraduate and postgraduate education and in executive training programmes. His research focuses on the effectiveness of advertising and on consumer behaviour.<>Maggie Geuens is Professor of Marketing at the University of Ghent and at the Vlerick Leuven Gent Management School. As well as being involved in consultancy, Maggie has taught extensively on advertising effectiveness and consumer behaviour. The focus of her research is on consumer behaviour, branding and advertising effectiveness.<>Joeri Van den Bergh is co-founder and managing partner of InSites, an Internet research consultancy company. He has taught in various marketing programmes and is regularly involved with in-company training and consultancy. He has a strong research background and has published widely in areas covering marketing communications, senior consumer marketing and Internet communications and research techniques.

Author Biography

Joeri Van den Bergh is co-founder and managing partner of InSites, an Internet research consultancy company.

Table of Contents

About the authors

Preface

Authors' acknowledgements

Publisher's

Acknowledgements

Integrated communications

Branding

How marketing communications work

Target groups

Objectives

Budgets

Advertising

Media planning

Advertising research

Public relations

Sponsorship

Sales promotions

Direct marketing

Point-of-purchase communications

Exhibitions and trade fairs

Personal selling

E-communication

Business-to-business communications

International communications

Name index

Subject index

Table of Contents provided by Publisher. All Rights Reserved.