Management

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.

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Marketing is pivotal in today’s world. Used for determining and satisfying the needs of the customer, it stands at the interface between an organisation and its environment. Marketing provides customer and competitor information to the organisation, as well as creating awareness of the company’s offering. As globalization creates increasing challenges to established marketing practices, marketing efforts need to reposition and adapt continuously to maintain an organisation’s ability to reach potential customers.

This Very Short Introduction provides a general overview of the function and importance of marketing to modern organisations. Kenneth Le Meunier-FitzHugh discusses how marketing remains central to creating competitive advantage, and why it needs to be forward looking and constantly reinventing itself in line with new developments in the marketplace, such as the growth of social media, and the importance of ethics and responsible marketing. He shows how this has led to the role of marketing expanding beyond advertising and promotion, encompassing a broader sense of customer relationship management. He also considers how marketers need to remain able to manage the marketing mix in response to their understanding of customer’s purchasing habits.

ABOUT THE SERIES: The Very Short Introductions series from Oxford University Press contains hundreds of titles in almost every subject area. These pocket-sized books are the perfect way to get ahead in a new subject quickly. Our expert authors combine facts, analysis, perspective, new ideas, and enthusiasm to make interesting and challenging topics highly readable.

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The classic Marketing Management is an undisputed global best-seller – an encyclopedia of marketing considered by many as the authoritative book on the subject. This fourth European edition keeps the accessibility, theoretical rigour and managerial relevance – the heart of the book – and adds:

· A structure designed specifically to fit the way the course is taught in Europe.

· Fresh European examples which make students feel at home.

· The inclusion of the work of prominent European academics.

· A focus on the digital challenges for marketers.

· An emphasis on the importance of creative thinking and its contribution to marketing practice.

· New in-depth case studies, each of which integrates one of the major parts in the book.

This textbook covers admirably the wide range of concepts and issues and accurately reflects the fast-moving pace of marketing in the modern world, examining traditional aspects of marketing and blending them with modern and future concepts.

A key text for both undergraduate and postgraduate marketing programmes.

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Your new business went online yesterday and you’ve got a marketing budget of zero. How are you supposed to create a movement around your product? How can you get to your first thousand – or million – customers? Starting from zero, it feels impossible.

Enter the growth hacker. You may not have heard of growth hacking yet, but you’ve certainly used the billion dollar brands built by it: Hotmail, AirBnB, Facebook, Dropbox, amongst many others.

Growth hackers thrive on doing what traditional businessmen would consider impossible: creating something from nothing. They ‘hack’ their company’s growth to create a narrative of sensational success, turning excited media, users and social media into a viral marketing force that will help their business grow exponentially.

Silicon Valley has realized that growth hacking – not television commercials and billboards – is the successful start-up’s secret weapon. Now growth hacker extraordinaire Ryan Holiday is ready to share his experience, teaching you how to harness the power of growth to propel you to success. Featuring insights from leading growth hackers, Growth Hacker Marketing is the essential guide to the revolutionary new approach to growing your business.

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