Marketing Communications: A European Perspective provides an extensive overview of the key concepts, techniques and applications of marketing communications within a European context.The book covers all elements of the communications mix, including advertising, public relations, sponsorship, sales p[...]

Generation Y (16-32 year olds) are the most marketing savvy and advertising critical generation ever. Three times the size of the previous Generation X, they have a much bigger impact on society and business. But what drives them and how do you develop the right brand strategies to reach this critic[...]