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Clow, Kenneth E.

Integrated advertising, promotion, and marketing communications / Kenneth E. Clow, Donald Baack. - 7th ed., global ed. - Harlow, Essex : Pearson Education Limited, c.2016. - 496 p. : col. ill. ; 28 cm.

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

ISBN: 9781292093635 (pbk.) 1292093633 (pbk.)

Nat. Bib. No.: GBB565161 bnb

Nat. Bib. Agency Control No.: 017366858 Uk

Subjects--Topical Terms:
Communication in marketing.
Advertising.

Subjects--Geographic Terms:

Subjects--Index Terms:

Dewey Class. No.: 659.1 / CLO