Integrated advertising, promotion, and marketing communications Kenneth E Clow; Donald Baack
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TextPublication details: Upper Saddle River, N.J. : Pearson Prentice Hall, ©2007.Edition: 3rd edDescription: xxiii, 515 pages : illustrations (chiefly color) ; 28 cmISBN: - 9780131866225
- HF5415.123 .C58
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| HF5415.122 .L68 Services marketing : | HF5415.122 .L68 Services marketing : | HF5415.122 .L68 Services marketing : | HF5415.123 .C58 Integrated advertising, promotion, and marketing communications | HF5415.123 .C58 Integrated advertising, promotion, and marketing communications | HF5415.123 .P53 Integrated marketing communications | HF5415.123 .P53 Integrated marketing communications |
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.
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