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Pelsmacker, Patrick de, 1957-

Marketing communications / Patrick De Pelsmacker, Maggie Geuens, Joeri van den Bergh. - New York : Financial Times/Prentice Hall, 2001. - xiv, 509 p. : ill. 25 cm

Includes bibliographical references and indexes.

Integrated communications -- Branding -- How marketing communications work -- Target groups -- Objectives -- Budgets -- Advertising -- Media planning -- Advertising research -- Public relations -- Sponsorship -- Sales promotion -- Direct marketing -- Point-of-purchase communications -- Exhibitions and trade fairs -- Personal selling -- Internet communications -- Business-to-business communications -- International communications

ISBN: 9780273638711 pbk alk. paper 9780273638711 pbk alk. paper

LCCN: 99049461

Subjects--Topical Terms:
Communication in marketing--Europe
Advertising
Sales & marketing
Advertising