Published by Pearson (April 8, 2025) © 2025
Suitable for undergraduate and postgraduate students of marketing communications, as well as marketing communications professionals
Marketing Communications: A European Perspective, 8th Edition, by De Pelsmacker, Geuens, Van den Bergh and Roose offers a comprehensive overview of core principles, methods, and applications of marketing communications in a European context. Balancing scientific research with practical insights, this popular textbook provides updated coverage of all instruments of the online and offline communications mix.
The new edition delves into emerging fields in marketing communications, such as online advertising, brand activation and ethics, social media advertising, cross-cultural advertising, sustainability and DE&I communication, with new cases, research insights and business vignettes.
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Marketing Communications: A European Perspective, 8th Edition, by De Pelsmacker, Geuens, Van den Bergh and Roose offers an extensive overview of the key concepts, techniques and applications of marketing communications within a European context.
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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.
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Extend learning beyond the classroom. Pearson eText is an easy-to-use digital textbook. It lets students customise how they study and learn with enhanced search and the ability to create flashcards, highlight and add notes all in one place. The mobile app lets students learn wherever life takes them, offline or online.
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