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

By: Contributor(s): Material type: TextPublication details: Upper Saddle River, N.J. : Pearson Prentice Hall, c2007.Edition: 3rd edDescription: xxiii, 515 p. : ill. (chiefly col.) ; 28 cmISBN:
  • 0131866222
  • 9780131866225
  • 0132382091
  • 9780132382090
Subject(s): DDC classification:
  • 659.1
Contents:
Integrated marketing communications -- Corporate image and brand management -- Buyer behaviors -- Promotions opportunity analysis -- Advertising management -- Advertising design: theoretical frameworks and types of appeals -- Advertising design: message strategies and executional frameworks -- Advertising media selection -- Trade promotions -- Consumer promotions -- Personal selling, database marketing, and customer relationship management -- Public relations, sponsorship programs, and regulations -- Internet marketing -- IMC for small businesses and entrepreneurial ventures -- Evaluating an integrated marketing program.
Summary: Using a hands-on approach, this text shows students how to develop a complete integrated marketing communications programme. It incorporates Internet exercises and a 'Building an IMC Campaign' project, with free 'Advertising Plan Pro' software.
List(s) this item appears in: masscom master
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Holdings
Cover image Item type Current library Home library Collection Shelving location Call number Materials specified Vol info URL Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Books Centeral Library First floor - Management 659.1 C.K.I 2007 (Browse shelf(Opens below)) Available 11976-2
Books Centeral Library First floor - Management 659.1 C.K.I 2007 (Browse shelf(Opens below)) Available 11976-3
Books Centeral Library First floor - Management 659.1 C.K.I 2007 (Browse shelf(Opens below)) Available 11976-1

Includes bibliographical references.

Integrated marketing communications -- Corporate image and brand management -- Buyer behaviors -- Promotions opportunity analysis -- Advertising management -- Advertising design: theoretical frameworks and types of appeals -- Advertising design: message strategies and executional frameworks -- Advertising media selection -- Trade promotions -- Consumer promotions -- Personal selling, database marketing, and customer relationship management -- Public relations, sponsorship programs, and regulations -- Internet marketing -- IMC for small businesses and entrepreneurial ventures -- Evaluating an integrated marketing program.

Using a hands-on approach, this text shows students how to develop a complete integrated marketing communications programme. It incorporates Internet exercises and a 'Building an IMC Campaign' project, with free 'Advertising Plan Pro' software.

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