Integrated advertising, promotion and marketing communications Kenneth E. Clow, Donald Baack.
Material type:
TextPublication details: Upper Saddle River, N.J. : Pearson Prentice Hall, 2007.Edition: 3rd. edDescription: xxiii, 515 p. : illus. (chiefly color) ; 28 cmISBN: - 0131866222
- 9780131866225
- 0132382091
- 9780132382090
- HF5415. 123.C58
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Methodist University Library Tema Reference | HF5415. 123.C58 (Browse shelf(Opens below)) | Available | 18997 |
Includes Index
PART 1: THE IMC FOUNDATION
Chapter 1: Integrated Marketing Communications
Chapter 2: Corporate Image and Brand Management
Chapter 3: Buyer Behaviors
Chapter 4: Promotions Opportunity Analysis
PART 2: IMC ADVERTISING TOOLS
Chapter 5: Advertising Management
Chapter 6: Advertising Design: Theoretical Frameworks and Types of Appeals
Chapter 7: Advertising Design: Message Strategies and Executional Frameworks
Chapter 8: Advertising Media Selection
PART 3: IMC PROMOTIONAL TOOLS
Chapter 9: Trade Promotions
Chapter 10: Consumer Promotions
Chapter 11: Personal Selling, Database Marketing and Customer Chapter 12: Relationship Management
PART 4: IMC INTEGRATION TOOLS
Chapter 13: Public Relations, Sponsorship Programs and Regulations
Chapter 14: Internet Marketing
Chapter 15: IMC for Small Businesses and Entrepreneurial Ventures
Chapter 16: Evaluating an Integrated Marketing Program.
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