Marketing Communications: A European Perspective, 6th Edition

Marketing Communications: A European Perspective is the perfect resource for European students of marketing communications. Providing an extensive overview of the key concepts, techniques and applications of the field within a European context, it offers a fresh and comprehensive introduction to the discipline.

Table of Contents

Chapter 1 Integrated Communications
Chapter 2 Branding
Chapter 3 How Marketing Communications Work
Chapter 4 Marketing Communications Planning
Chapter 5 Advertising
Chapter 6 Online Communication
Chapter 7 Media Planning
Chapter 8 Brand Activation
Chapter 9 Direct Marketing
Chapter 10 Public Relations
Chapter 11 Sponsorship
Chapter 12 Exhibitions And Trade Fairs
Chapter 13 Measuring Campaign Effectiveness
Chapter 14 Ethical Issues In Marketing Communications