Foundations of Marketing Communications: A European Perspective
This book offers a comprehensive overview of the cornerstones, techniques and applications of marketing communications in a European context. Chapter coverage includes all elements of the communications mix, including advertising, public relations, sponsorship, sales promotion, direct marketing, point-of-purchase communications, exhibitions, personal selling and the Intern...more
Paperback, 610 pages
Published December 15th 2006 by Prentice Hall
(first published January 1st 2005)
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