Explore the strategies and practices of marketing communications in a European context
Marketing Communications: A European Perspective 8th Edition by De Pelsmacker Geuens Van
den Bergh and Roose offers a comprehensive overview of the cornerstones techniques and
applications of marketing communications in a European context. Striking a balance between
scientific and communication practitioners' point of views the textbook provides updated
coverage of all instruments of the online and offline communications mix with numerous research
and business insights vignettes from various countries industries and markets that help you
understand the concepts frameworks and mechanism better. The book is suitable for both
undergraduate and postgraduate students of marketing communications. It can also be used by
marketing communications professionals who want an overview of the whole field. Highlights of
the new edition: In-depth coverage of new fields in marketing communications such as branding
online advertising media planning brand activation and ethics. New chapter on online
advertising and media planning which reflects the recent developments in this fast-growing
area. New and updated case studies including start-ups like Brauzz and Edgard & Cooper and
large international brands such as Lego and Delhaize. Updated content on integrated marketing
communications social media advertising cross-cultural advertising sustainability
communication and DE&I communication. Extended discussion on the application of Artificial
Intelligence (AI) in marketing communications. About the authors: Patrick De Pelsmacker is
Emeritus Professor of Marketing at the University of Antwerp Belgium. He has co-authored
textbooks on marketing communications and marketing research techniques and has written
articles in numerous academic journals. Maggie Geuens is Professor of Marketing at Ghent
University Belgium. Her research interest is in marketing communications and consumer
behaviour and she has published in top-tier journals in these fields. Joeri Van den Bergh is
co-founder and non-executive partner of Human8 (formerly InSites Consulting) a global insights
agency. He is a regular speaker at global marketing and research conferences and conducts
in-company trainings. Gudrun Roose is Professor of Marketing at Ghent University and she
teaches courses such as Marketing Communications Digital Marketing and Marketing Planning.
