Marketing communications are not only one of the most visible and widely discussed instruments
of the marketing mix, with an overwhelming impact on both society and business, they are also one
of the most fascinating. Every private consumer and business executive is exposed to online and
offline advertising. They make use of sales promotions, visit trade fairs and exhibitions, buy famous
or not so famous brands, are a target of public relations activity, are exposed to sponsorship efforts,
receive direct mail, telemarketing or research calls and visit stores in which no stone is left unturned
to influence their buying behaviour.
Marketing executives constantly face the challenge of integrating their promotional efforts into
strategic management and marketing plans. They have to 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 six editions, this seventh edition of Marketing Communications:
A European Perspective continues to offer a comprehensive overview of the cornerstones, techniques
and applications of marketing communications in a European context.