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

By: Contributor(s): Material type: TextTextPublication 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.
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Holdings
Item type Current library Call number Status Date due Barcode
Books Books Centeral Library First floor - Management 659.1 C.K.I 2007 (Browse shelf(Opens below)) Available 11976-2
Books Books Centeral Library First floor - Management 659.1 C.K.I 2007 (Browse shelf(Opens below)) Available 11976-3
Books 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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