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Integrated advertising, promotion, & marketing communications

Author: Kenneth E Clow; Donald Baack
Publisher: Princeton, N.J. : Recording for the Blind & Dyslexic, 2003.
Edition/Format:   Audiobook on CD : CD audio : EnglishView all editions and formats
Database:WorldCat
Summary:
[This volume] provide[s an] integrated marketing communications text that integrated student projects that were so necessary for the course and that integrated the supplements used to teach the course.-Pref.
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Material Type: Audio book, etc.
Document Type: Sound Recording
All Authors / Contributors: Kenneth E Clow; Donald Baack
OCLC Number: 52306782
Notes: Originally published: Upper Saddle River, NJ : Pearson/Prentice Hall, c2004. 2nd ed.
Description: 1 sound disc : digital, mono. ; 4 3/4 in.
Contents: 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.
Responsibility: Kenneth E. Clow, Donald Baack.

Abstract:

[This volume] provide[s an] integrated marketing communications text that integrated student projects that were so necessary for the course and that integrated the supplements used to teach the course.-Pref.

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