Maggie Geuens – författare

Learn the techniques and applications of marketing communications in a European context  

 

 

Marketing Communications: A European Perspective, 7th Edition, by De Pelsmacker, Geuens and Van Den Bergh provides an extensive overview of the key concepts, techniques and applications of marketing communications within a European context. This book provides in-depth coverage of consumer behaviour and branding foundations of marketing communications, and all elements of the communications mix, including advertising, public relations, sponsorship, brand activation, direct marketing and exhibitions. Building on the success of the last edition, the 7th edition uses examples, case studies and research results from various countries, industries and markets to make the concepts more practice orientated and help you grasp essential facts. Extensive case material on global brands like Snickers, Libresse, Guinness, Costco, Baunat, Trooper and Lego have been added to reflect the recent developments in marketing communications.

 

Pearson, the world’s learning company.

Explore the strategies and practices of marketing communications in a European context

Marketing Communications: A European Perspective, 8th Edition, 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.

The 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.

Highlights of the new edition:

In-depth coverage of new fields in marketing communications, such as branding, online advertising, media planning, brand activation and ethics. New chapter on online advertising and media planning, which reflects the recent developments in this fast-growing area. New and updated case studies including start-ups like Brauzz and Edgard & Cooper, and large international brands such as Lego and Delhaize. Updated content on integrated marketing communications, social media advertising, cross-cultural advertising, sustainability communication and DE&I communication. Extended discussion on the application of Artificial Intelligence (AI) in marketing communications.

About the authors:

Patrick De Pelsmacker is 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.

Maggie Geuens is 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.

Joeri Van den Bergh is 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.

Gudrun Roose is Professor of Marketing at Ghent University, and she teaches courses such as Marketing Communications, Digital Marketing and Marketing Planning.