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Integrated advertising, promotion, and marketing communications / Kenneth E. Clow, Donald Baack.

By: Clow, Kenneth E.
Contributor(s): Baack, Donald.
Material type: materialTypeLabelBookPublisher: Harlow, Essex : Pearson Education Limited, c.2016Edition: 7th ed., global ed.Description: 496 p. : col. ill. ; 28 cm.ISBN: 9781292093635 (pbk.) ; 1292093633 (pbk.) .Subject(s): Communication in marketing | Advertising | | BAEPS, Business Administration November2016DDC classification: 659.1 Online resources: MyMarketing Lab Summary: pt. I. THE IMC FOUNDATION :1. Integrated Marketing Communications -- 2. Brand Management -- 3. Buyer Behaviors -- 4. The IMC Planning Process -- pt. II. IMC ADVERTISING TOOLS: 5. Advertising Campaign Management -- 6. Advertising Design -- 7. Traditional Media Channels -- pt. III. DIGITAL AND ALTERNATIVE MARKETING: 8. Digital Marketing -- 9. Social Media -- 10. Alternative Marketing -- pt. IV. IMC PROMOTIONAL TOOLS: 11. Database and Direct Response Marketing and Personal Selling -- 12. Sales Promotion -- 13. Public Relations and Sponsorship Programs -- pt. V. IMG ETHICS, REGULATION, AND EVALUATION: 14. Relations and Ethical Concerns -- 15. Evaluating an Integrated Marketing Program
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Item type Current location Collection Call number Vol info Status Date due Barcode Item holds
Book - Borrowing Book - Borrowing Central Library
First floor
Baccah 659.1 CLO (Browse shelf) 25840 Available 000034480
Total holds: 0

Indexes : p. 481-496.

Bibliography : p. 465-480.

pt. I. THE IMC FOUNDATION :1. Integrated Marketing Communications -- 2. Brand Management -- 3. Buyer Behaviors -- 4. The IMC Planning Process -- pt. II. IMC ADVERTISING TOOLS: 5. Advertising Campaign Management -- 6. Advertising Design -- 7. Traditional Media Channels -- pt. III. DIGITAL AND ALTERNATIVE MARKETING: 8. Digital Marketing -- 9. Social Media -- 10. Alternative Marketing -- pt. IV. IMC PROMOTIONAL TOOLS: 11. Database and Direct Response Marketing and Personal Selling -- 12. Sales Promotion -- 13. Public Relations and Sponsorship Programs -- pt. V. IMG ETHICS, REGULATION, AND EVALUATION: 14. Relations and Ethical Concerns -- 15. Evaluating an Integrated Marketing Program

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Other editions of this work

Integrated advertising, promotion & marketing communications / by Clow, Kenneth E. ©2007
Integrated advertising, promotion & marketing communications / by Clow, Kenneth E. ©2010

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