{"product_id":"marketing-communications-a-european-perspective","title":"Marketing Communications: A European Perspective","description":"\u003cp\u003e\u003cstrong\u003eExplore the strategies and practices of marketing communications in a European context\u003c\/strong\u003e\u003c\/p\u003e \u003cp\u003e\u003cstrong\u003eMarketing Communications: A European Perspective, 8th Edition,\u003c\/strong\u003e by De Pelsmacker, Geuens, Van den Bergh and Roose offers a comprehensive overview of the cornerstones, techniques and applications of marketing communications in a European context. Striking a balance between scientific and communication practitioners' point of views, the textbook provides updated coverage of all instruments of the online and offline communications mix with numerous research and business insights vignettes from various countries, industries and markets that help you understand the concepts, frameworks, and mechanism better.\u003c\/p\u003e \u003cp\u003eThe book is suitable for both undergraduate and postgraduate students of marketing communications. It can also be used by marketing communications professionals who want an overview of the whole field.\u003c\/p\u003e \u003cp\u003eHighlights of the new edition:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eIn-depth coverage of new fields in marketing communications, such as branding, online advertising, media planning, brand activation and ethics.\u003c\/li\u003e \u003cli\u003eNew chapter on online advertising and media planning, which reflects the recent developments in this fast-growing area.\u003c\/li\u003e \u003cli\u003eNew and updated case studies including start-ups like Brauzz and Edgard \u0026amp; Cooper, and large international brands such as Lego and Delhaize.\u003c\/li\u003e \u003cli\u003eUpdated content on integrated marketing communications, social media advertising, cross-cultural advertising, sustainability communication and DE\u0026amp;I communication.\u003c\/li\u003e \u003cli\u003eExtended discussion on the application of Artificial Intelligence (AI) in marketing communications.\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003cstrong\u003eAbout the authors:\u003c\/strong\u003e\u003c\/p\u003e \u003cp\u003e\u003cstrong\u003ePatrick De Pelsmacker \u003c\/strong\u003eis Emeritus Professor of Marketing at the University of Antwerp, Belgium. He has co-authored textbooks on marketing communications and marketing research techniques, and has written articles in numerous academic journals.\u003c\/p\u003e \u003cp\u003e\u003cstrong\u003eMaggie Geuens \u003c\/strong\u003eis Professor of Marketing at Ghent University, Belgium. Her research interest is in marketing communications and consumer behaviour, and she has published in top-tier journals in these fields.\u003c\/p\u003e \u003cp\u003e\u003cstrong\u003eJoeri Van den Bergh \u003c\/strong\u003eis co-founder and non-executive partner of Human8 (formerly InSites Consulting), a global insights agency. He is a regular speaker at global marketing and research conferences and conducts in-company trainings.\u003c\/p\u003e \u003cp\u003e\u003cstrong\u003eGudrun Roose \u003c\/strong\u003eis Professor of Marketing at Ghent University, and she teaches courses such as Marketing Communications, Digital Marketing and Marketing Planning.\u003c\/p\u003e","brand":"Buchserien.de","offers":[{"title":"Neuware","offer_id":53983188713810,"sku":"9781292737225","price":69.99,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0615\/7002\/3593\/files\/unnamed_6a185c26-f7a2-4bdb-bf5f-c6371c0105bf.jpg?v=1783859923","url":"https:\/\/www.buchserien.de\/products\/marketing-communications-a-european-perspective","provider":"Buchserien.de","version":"1.0","type":"link"}