Marketing communications; a European perspective, 3d ed.(Brief Article)(Book Review)

9780273706939

Marketing communications; a European perspective, 3d ed.

Pelsmacker, Patrick de et al.

Financial Times Prentice Hall

2007

610 pages

$80.73

Paperback

HF5415

Suitable for both undergraduate and postgraduate students of marketing communications, this textbook provides an overview of its fundamental concepts and techniques within a European context. It is assumed that the reader has already completed an introductory course in marketing. Some of the topics addressed include branding, budgets, advertising research, sales promotions, direct marketing, trade fairs, and Internet marketing. The volume is not distributed in the U.S. at this time.

([c]20072005 Book News, Inc., Portland, OR)