Marketing Communications: A European Perspective

Marketing Communications: A European Perspective, 7th Edition, by De Pelsmacker, Geuens, and Van Den Bergh, provides an extensive overview of marketing communications within a European context, covering consumer behavior, branding, and the communications mix. It includes case studies and research results from global brands and is designed to be practice-oriented.

Format: Paperback / softback
Length: 592 pages
Publication date: 28 January 2021
Publisher: Pearson Education Limited

Marketing Communications: A European Perspective, 7th Edition, authored by De Pelsmacker, Geuens, and Van Den Bergh, offers a comprehensive exploration of the fundamental concepts, techniques, and applications of marketing communications within the European context. This comprehensive textbook delves into the intricate details of consumer behavior and the foundational principles of marketing communications, encompassing a wide range of communication elements such as advertising, public relations, sponsorship, brand activation, direct marketing, and exhibitions. Building upon the previous edition's success, the 7th edition incorporates real-world examples, case studies, and research findings from diverse countries, industries, and markets to enhance its practicality and facilitate a deeper understanding of the key concepts.

Moreover, an extensive case material on renowned global brands like Snickers, Libresse, Guinness, Costco, Baunat, Trooper, and Lego has been included to reflect the latest developments in marketing communications. Published by Pearson, the world's leading learning company, this textbook is an invaluable resource for students, professionals, and anyone seeking to gain a comprehensive understanding of marketing communications in the European context.

Weight: 1080g
Dimension: 195 x 264 x 25 (mm)
ISBN-13: 9781292327891
Edition number: 7 ed