Relevant, real-life understanding of concepts
• UPDATED! New developments in the discipline: The book focuses on significant new fields of interest in marketing communications including branding, how communications work, brand activation, ethics and online communications.
• NEW! Real-world examples: Interesting case materials are added about leading brands like Snickers, Libresse, Guinness, Costco, Baunat, Trooper, Solid International, Barco Anytime Insurances, and Lego.
• UPDATED! Consistent European emphasis: The text focuses on application of marketing communications concepts in a European environment, although research results and examples from other parts of the world are covered as well.
• REVISED! In-depth case studies: Every chapter contains an extensive case study, along with challenging questions to encourage students to apply the concepts from the chapter to the solution of the case at hand.
Put theory into practice
• REVISED! Practice-oriented examples: Numerous examples, mini cases and research results from various countries, industries and markets make the concepts as practice orientated as possible.
• UPDATED! Review questions and exercises: Chapter outline, objectives, summaries, review questions and references to interview videos assist students in understanding the important elements and help test one’s knowledge.
• UPDATED! Further readings at the end of each chapter offer the opportunity to refer to more specialised sources of information on many subjects.
• UPDATED! Instructor’s resources: An instructor’s manual and PowerPoint slides are available to lecturers to complement this textbook and support your teaching.
New topics and revised structure
• Increased coverage of new topics such as integrated marketing communications, social media advertising, brand placement, cross-cultural advertising and buzz marketing.
• Reorganization of chapters in sections and sub-sections make navigating the text easier.
• Tables, figures, outlines and other illustrative material help students grasp essential facts.
New to this edition
Relevant, real-life understanding of concepts
• New developments in the discipline: The book focuses on significant new fields of interest in marketing communications including branding, how communications work, brand activation, ethics and online communications.
• Real-world examples: Interesting case materials are added about leading brands like Snickers, Libresse, Guinness, Costco, Baunat, Trooper, Solid International, Barco Anytime Insurances, and Lego.
• Consistent European emphasis: The text focuses on application of marketing communications concepts in a European environment, although research results and examples from other parts of the world are covered as well.
• In-depth case studies: Every chapter contains an extensive case study, along with challenging questions to encourage students to apply the concepts from the chapter to the solution of the case at hand.
Put theory into practice
• Practice-oriented examples: Numerous examples, mini cases and research results from various countries, industries and markets make the concepts as practice orientated as possible.
• Review questions and exercises: Chapter outline, objectives, summaries, review questions and references to interview videos assist students in understanding the important elements and help test one’s knowledge.
• Further readings at the end of each chapter offer the opportunity to refer to more specialised sources of information on many subjects.
• Instructor’s resources: An instructor’s manual and PowerPoint slides are available to lecturers to complement this textbook and support your teaching.
New topics and revised structure
• Increased coverage of new topics such as integrated marketing communications, social media advertising, brand placement, cross-cultural advertising and buzz marketing.
• Reorganization of chapters in sections and sub-sections make navigating the text easier.
• Tables, figures, outlines and other illustrative material help students grasp essential facts.
