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Integrated advertising, promotion, and marketing communications

Author: Kenneth E Clow; Donald Baack
Publisher: Upper Saddle River, N.J. : Prentice Hall, ©2002.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:

This text has been written for courses in Integrated Marketing Communications, Advertising Principles, Advertising Strategy, and Advertising and Promotions. It gives students an integrated learning  Read more...

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Additional Physical Format: Online version:
Clow, Kenneth E.
Integrated advertising, promotion, and marketing communications.
Upper Saddle River, N.J. : Prentice Hall, ©2002
(OCoLC)895125837
Document Type: Book
All Authors / Contributors: Kenneth E Clow; Donald Baack
ISBN: 0130175781 9780130175786
OCLC Number: 46959611
Description: xxvi, 638 pages : color illustrations ; 25 cm
Contents: Introduction and Social Issues --
Integrated Marketing Communications --
Ethics and Social Responsibility in Marketing Communications --
The Integrated Communications Foundation --
Promotions Opportunity Analysis --
Corporate Image and Brand Management --
Consumer Buyer Behaviors --
Business-To-Business Buyer Behaviors --
Advertising --
Advertising Management --
Advertising Media Selection --
Advertising Design: Theoretical Frameworks and Types of Appeals --
Advertising Design: Message Strategies and Executional Frameworks --
Promotional Mix --
Trade Promotions --
Consumer Promotions --
Personal Selling --
Communication Tools --
Public Relations and Sponsorship Programs --
Database and Direct-Marketing Programs --
Internet Marketing --
Evaluating an Integrated Marketing Program.
Other Titles: Integrated advertising, promotion & marketing communications
Responsibility: Kenneth E. Clow, Donald E. Baack.

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