Integrated advertising, promotion, and marketing communications / Kenneth E. Clow, Donald Baack.
By: Clow, Kenneth E
Contributor(s): Baack, Donald
Material type:
Item type | Current location | Call number | Status | Date due | Barcode |
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Centeral Library First floor - Management | 659.1 C.K.I 2007 (Browse shelf) | Available | 11976-2 | |
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Centeral Library First floor - Management | 659.1 C.K.I 2007 (Browse shelf) | Available | 11976-3 | |
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Centeral Library First floor - Management | 659.1 C.K.I 2007 (Browse shelf) | 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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