Marketing Communications

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. are studying marketing communications but should also useful for practitioners. There are real-world examples, mini-cases, chapter summaries, review questions and suggested further reading. It offers coverage from brands including: Pringles, Pepsi Max, Mercedes, Pantene, Redbull and Yahoo!

O prezentare cuprinzatoare a pietrelor de temelie, tehnicilor si aplicatiilor comunicarilor de marketing intr-un context european. Acoperirea capitolului include toate elementele mixului de comunicatii, inclusiv publicitate, relatii publice, sponsorizare, promovare a vanzarilor, marketing direct, comunicari la punctul de cumparare, expozitii, vanzare personala si internet.