TY  - BOOK
AU  - Bergh Van De Joeri
AU  - De Pelsmacker Patrick
AU  - Geuens Maggie
TI  - Marketing Communications
SN  - 273638718
PY  - 2001///
PB  - Prentice Hall
N2  - This textbook offers a comprehensive overview of the cornerstones, techniques and applications of marketing communications in a European context.  Preface, Acknowledgements, Integrated Communications, Branding, How Marketing Communications Work, Target Groups, Objectives, Budgets, Advertising, Media Planning, Advertising Research, Public Relations, Sponsorship, Sales Promotions, Direct Marketing, Point-of-Purchase Communications, Exhibitions and Tale Fairs, Personal Selling, Internet Communications, Business-to-business Communications, International Communications, Index
ER  -