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Integrated advertising, promotion & marketing communications

Author: Kenneth E Clow; Donald Baack
Publisher: Upper Saddle River, N.J. : Pearson Prentice Hall, ©2004.
Edition/Format:   Print book : English : 2nd edView all editions and formats
Database:WorldCat
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Additional Physical Format: Online version:
Clow, Kenneth E.
Integrated advertising, promotion & marketing communications.
Upper Saddle River, N.J. : Pearson Prentice Hall, ©2004
(OCoLC)676864124
Document Type: Book
All Authors / Contributors: Kenneth E Clow; Donald Baack
ISBN: 0131405462 9780131405462
OCLC Number: 51607324
Description: xxvii, 538 pages : illustrations ; 28 cm
Contents: The IMC foundation --
Integrated Marketing Communications --
Corporate Image and Brand Management --
Consumer Buyer Behavior --
Business-to-Business Buyer Behavior --
Promotions Opportunity Analysis --
IMC advertising tools --
Advertising Management --
Advertising Design: Theoretical Frameworks and Types of Appeals --
Advertising Design: Message Strategies and Executional Frameworks --
Advertising Media Selection --
IMC promotional tools --
Trade Promotions --
Consumer Promotions --
Personal Selling, Database Marketing, and Customer Relationship Management --
Public Relations, Regulations, and Sponsorship Programs --
IMC integration tools --
Internet Marketing --
IMC for Small Businesses and Entrepreneurial Ventures --
Evaluating an Integrated Marketing Program.
Other Titles: Integrated advertising, promotion, and marketing communications
Responsibility: Kenneth E. Clow, Donald Baack.

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