作者 Patrick De Pelsmacker;Maggie Geuens;Joeri Van Den Bergh
出版社 FT Prentice Hall
出版时间 2007
ISBN 9780273706939
装帧 其他
开本 其他
纸张 其他
【内容简介】
Marketing Communications: A European Perspective, third edition, covers all elements of the communications mix, including advertising, public relations, sponsorship, sales promotion, direct marketing, point-of-purchase communications, exhibitions, persona
【作者简介】
Patrick De Pelsmacker is Professor of Marketing at the University of Antwerp, Belgium. Maggie Geuens is Associate Professor of Marketing at the University of Ghent, and Academic Director of the Brand Management Centre at the Vlerick Leuven Gent Management School. Joeri Van den Bergh is co-founder and managing partner of InSites, an Internet research consultancy company.
【目录】
1. Integrated communications 2.Branding 3.How marketing communications work 4. Target groups 5.Objectives 6. Budgets 7. Advertising 8. Media planning 9. Advertising research 10. Public relations 11. Sponsorship 12. Sales promotions 13. Direct marketing 14. Point of purchase communications 15. Exhibitions and trade fairs 16. Personal selling 17. E-communication 18. Business-to-business communications 19. International communications
以下为对购买帮助不大的评价