Marketing Communications: A European Perspective

8. Auflage 2025
ISBN: 978-1-292-73722-5
Verlag: Pearson

Buch, Englisch, 560 Seiten, Format (B × H): 260 mm x 193 mm, Gewicht: 1026 g

Gain insight into the key concepts, techniques and applications of marketing communications

Marketing Communications: A European Perspective, 8th Edition, by De Pelsmacker, Geuens, Van den Bergh and Roose offers a comprehensive overview of marketing communications in a European context. Balancing academic and practitioner insights, the textbook covers all instruments of the online and offline communications mix, featuring research and business case vignettes from various countries, industries and markets that help you understand core concepts, frameworks, and mechanism better.

Autoren/Hrsg.

De Pelsmacker, Patrick

Geuens, Maggie

Van den Bergh, Joeri

Roose, Gudrun

Inhaltsverzeichnis

About the authors Preface Authors' acknowledgements List of acronyms

1. Integrated communications
2. Branding
3. How marketing communications work
4. Marketing communications planning
5. Advertising and media planning
6. Online advertising and media planning
7. Brand activation
8. Supplemental instruments of the marketing communications mix
9. Measuring campaign effectiveness
10. Ethical issues in marketing communications

Glossary Index

Über Autor(innen)

Patrick De Pelsmacker is Emeritus Professor of Marketing at the University of Antwerp, Belgium. He has co-authored textbooks on marketing communications and marketing research techniques, and has written articles in numerous academic journals.

Maggie Geuens is Professor of Marketing at Ghent University, Belgium. Her research interest is in marketing communications and consumer behaviour, and she has published in top-tier journals in these fields.

Joeri Van den Bergh is co-founder and non-executive partner of Human8 (formerly InSites Consulting), a global insights agency. He is a regular speaker at global marketing and research conferences and conducts in-company trainings.

Gudrun Roose is Professor of Marketing at Ghent University, and she teaches courses such as Marketing Communications, Digital Marketing and Marketing Planning.