http://www.pearson-books.com

Marketing

CoMMuniCations

Fifth Edition

Patrick De Pelsmacker Maggie Geuens Joeri Van Den Bergh

A EuroPEAn PErsPEctivE

Marketing

CoMMuniCations

Fifth Edition

Patrick De Pelsmacker Maggie Geuens Joeri Van Den Bergh

A EuroPEAn PErsPEctivE

About the authors

Patrick De Pelsmacker is Professor of Marketing at the University of

Antwerp and part-time Professor of Marketing at Ghent University.

Maggie geuens is Professor of Marketing at Ghent University and

affiliated researcher at the Vlerick Business School.

Joeri Van den Bergh is co-founder, managing partner and Gen Y

expert of InSites Consulting, a global research agency, and author of

How Cool Brands Stay Hot.

the book is suitable for both undergraduate and

postgraduate students of marketing communications.

Marketing Co

MM

uni

C

ation

s

and Van Den BerghDe Pelsmacker, Geuens

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

and exhibitions. this thoroughly updated fifth edition covers all the modern

developments in the field, constantly relating them to the contemporary

European context. A hugely diverse range of products and brands, from

samsung and speedo to Angry Birds and Abercrombie & Fitch, is covered.

Fifth

Edition

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