Patrick De Pelsmacker
Marketing Communications, a European Perspective
Santrauka: The 3rd edition offers a comprehensive outline of the theories, methodologies and applications of marketing communications in a continental context. All elements of the communications mix are represented here, including advertising, public relations, sponsorship, sales promotion, direct marketing, point-of-purchase communications, exhibitions, personal selling and the Internet. It covers topics such as ethics, creativity in advertising, and the "new"" consumer groups and trends are accompanied by a variety of insightful case studies. The book includes coverage from globally-recognized companies and brands, including Microsoft, Ford, KitKat, McDonald's and Samsung. as well as organizations like Handicap International and UNICEF.