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

By: Contributor(s): Material type: TextTextPublication details: Harlow, Essex : Pearson Education Limited, c.2016.Edition: 7th ed., global edDescription: 496 p. : col. ill. ; 28 cmISBN:
  • 9781292093635 (pbk.)
  • 1292093633 (pbk.)
Subject(s): DDC classification:
  • 22 659.1 CLO
Online resources: 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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Holdings
Item type Current library 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(Opens below)) 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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