000			01112cam a22002174a 4500
005			20250605164012.0
008			250528s ||||||||||||||||||||||||d
035			_a15981
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040			_aGR-AtMCL _bgre _dGR-AtMCL _eAACR2
245	1		_aMarketing Communications
260			_bPrentice Hall, _c2001
300			_a512
520			_aThis 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.
700	1		_aBergh Van De Joeri _92031
700	1		_aDe Pelsmacker Patrick _92032
700	1		_aGeuens Maggie _92033
942			_cBK
999			_c1527 _d1527