Marketing Communications: A European Perspective

Marketing communications are not only one of the most visible and widely discussed instruments of the marketing mix, with an overwhelming impact on both society and business, they are also one of the most fascinating. Every private consumer and business executive is exposed to advertising. They make use of sales promotions, are approached by sales persons, visit trade fairs and exhibitions, buy famous or not so famous brands, are a target of public relations activity, are exposed to sponsorship efforts, receive direct mail, telemarketing or research calls and visit stores in which no stone is left unturned to influence their buying behaviour. Furthermore, an increasing number of consumers are regular users of the Internet. Following the success of the first three editions, this fourth edition of Marketing Communications: A European Perspective continues to offer a comprehensive overview of the cornerstones, techniques and applications of marketing in a European context.