Book2013

Marketing communications: a European perspective

Patrick De Pelsmacker · Maggie Geuens · Joeri van den Bergh

357 citations0/0 files storedGhent University Academic Bibliography (Ghent University)

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Marketing and Advertising Strategies Digital Marketing and Social Media Advertising and Communication Studies

Abstract

Chapter 1- Integrated communications Chapter 2 Branding Chapter 3- How marketing communications work Chapter 4- Target groups Chapter 5- Objectives Chapter 6- Budgets Chapter 7- Advertising Chapter 8- Media Planning Chapter 9- Advertising Research Chapter 10- Public Relations Chapter 11- Sponsorship Chapter 12- Sales promotions Chapter 13- Direct Marketing Chapter 14- Point-of-purchase communications Chapter 15- Exhibitions and trade fairs Chapter 16- Personal Selling Chapter 17- E Communication Chapter 18- Ethical Issues in Marketing Communications

Citations in this library

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Cited by

2019Antecedents and outcomes of digital influencer endorsement: An exploratory study 2013The impact of event marketing on brand equity 2018Effects of brand attitude and eWOM on consumers’ willingness to pay in the banking industry: Mediating role of consumer-brand identification and brand equity 2020Corporate social responsibility (CSR) as a customer satisfaction and retention strategy in the chain restaurant sector 2009Rethinking marketing communication: From integrated marketing communication to relationship communication 2017Communication-in-use: customer-integrated marketing communication 2014The 4D Model of the country image: An integrative approach from the perspective of communication management 2012The Impact of Process Recovery Communication on Customer Satisfaction, Repurchase Intentions, and Word-of-Mouth Intentions

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