Marketing Communications
A European Perspective
2nd Edition

By Patrick De Pelsmacker, et al.
Financial Times / Prentice Hall
June 2004
ISBN: 0273685007
596 Pages, Illustrated, 7 ½" x 9 ¾"
$87.50 paper original

---

This book 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.

Extremely user-friendly, this book 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.

Filled with original and in-depth material, often provided by leading marketing executives, this book 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!

Return to the Businesss Titles Home Page