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Integrated advertising, promotion, and marketing communications

Author: Kenneth E Clow; Donald Baack
Publisher: Upper Saddle River, N.J. ; London : Pearson, ©2010.
Edition/Format:   Print book : English : 4th edView all editions and formats
Summary:
Using a hands-on approach, this text shows students how to develop a complete integrated marketing communications programme.
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Genre/Form: manuel
Document Type: Book
All Authors / Contributors: Kenneth E Clow; Donald Baack
ISBN: 9780138157371 0138157375
OCLC Number: 311053362
Notes: Previous edition: 2007.
Description: 478 pages : illustrations (chiefly color) ; 28 cm
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 --
E-active marketing --
Alternative marketing --
Database and direct response marketing --
Sales promotions --
Public relations and sponsorship programs --
Regulations and ethical concerns --
Evaluating an integrated marketing program.
Responsibility: Kenneth E. Clow, Donald Baack.

Abstract:

Using a hands-on approach, this text shows students how to develop a complete integrated marketing communications programme.

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