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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. The book covers all elements of the communications mix, including advertising, public relations, sponsorship, brand activation, direct marketing, online communications and exhibitions. This thoroughly updated sixth edition covers all the modern developments in the field, constantly relating them to the contemporary European context. The full text downloaded to your computer. With eBooks you can: • search for key concepts, words and phrases • make highlights and notes as you study • share your notes with friends • Print 5 pages at a time • Compatible for PCs and MACs • No expiry (offline access will remain whilst the Bookshelf software is installed. eBooks are downloaded to your computer and accessible either offline through the VitalSource Bookshelf (available as a free download), available online and also via the iPad/Android app. When the eBook is purchased, you will receive an email with your access code. Simply go to http://bookshelf.vitalsource.com/ to download the FREE Bookshelf software. After installation, enter your access code for your eBook. Time limit The VitalSource products do not have an expiry date. You will continue to access your VitalSource products whilst you have your VitalSource Bookshelf installed.
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