TY  - BOOK
AU  -  	Kenneth E Clow;
AU  - Donald Baack
TI  - Integrated advertising, promotion, and marketing communications
SN  - 9780131866225
AV  - HF5415.123 .C58
PY  - 2007///
CY  - Upper Saddle River, N.J. : 
PB  - Pearson Prentice Hall
KW  -  	      Communication in marketing.
KW  -    Advertising.
N1  - 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
ER  -