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De Pelsmacker P., Geuens M., Van den Bergh J. Marketing communications (European perspective)

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De Pelsmacker P., Geuens M., Van den Bergh J. Marketing communications (European perspective)
5th ed. — Harlow: Pearson Education, 2013. — 641 p. — ISBN 9780273773245.
Marketing executives constantly face the challenge of integrating their promotional effort into strategic management and marketing plans. They must integrate the various instruments of the marketing communications mix, build successful brands, try to find out how marketing communications can be instrumental in achieving company objectives, and how they can be applied in specific marketing situations.
Following the success of the first four editions, this fifth 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.
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