This book offers a comprehensive overview of the cornerstones, techniques and applications of marketing communications in a European context. Chapter coverage includes all elements of the communications mix, including advertising, public relations, sponsorship, sales promotion, direct marketing, point-of-purchase communications, exhibitions, personal selling and the Internet.

Extremely user-friendly, this book is geared toward both undergraduate and postgraduate students who are studying marketing communications. It is also useful for practitioners. The text offers comprehensive pedagogy, including real-world examples, mini-cases, chapter summaries, review questions and suggested further reading.

Filled with original and in-depth material, often provided by leading marketing executives, this book offers coverage from brands including: Pringles, Pepsi Max, Mercedes, Pantene, Redbull and Yahoo! Learn how industry leaders deal with emerging issues such as branding, the Internet, B2B marketing and more!