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Integrated advertising, promotion, and marketing communications / Kenneth E. Clow, Donald Baack.

By: Contributor(s): Material type: TextPublication details: Harlow, Essex : Pearson Education Limited, c.2016.Edition: 7th ed., global edDescription: 496 p. : col. ill. ; 28 cmISBN:
  • 9781292093635 (pbk.)
  • 1292093633 (pbk.)
Subject(s): DDC classification:
  • 22 659.1 CLO
Online resources: Summary: pt. I. THE IMC FOUNDATION :1. Integrated Marketing Communications -- 2. Brand Management -- 3. Buyer Behaviors -- 4. The IMC Planning Process -- pt. II. IMC ADVERTISING TOOLS: 5. Advertising Campaign Management -- 6. Advertising Design -- 7. Traditional Media Channels -- pt. III. DIGITAL AND ALTERNATIVE MARKETING: 8. Digital Marketing -- 9. Social Media -- 10. Alternative Marketing -- pt. IV. IMC PROMOTIONAL TOOLS: 11. Database and Direct Response Marketing and Personal Selling -- 12. Sales Promotion -- 13. Public Relations and Sponsorship Programs -- pt. V. IMG ETHICS, REGULATION, AND EVALUATION: 14. Relations and Ethical Concerns -- 15. Evaluating an Integrated Marketing Program
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Holdings
Cover image Item type Current library Home library Collection Shelving location Call number Materials specified Vol info URL Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Book - Borrowing Central Library First floor Baccah 659.1 CLO (Browse shelf(Opens below)) 25840 Available 000034480
Total holds: 0

Indexes : p. 481-496.

Bibliography : p. 465-480.

pt. I. THE IMC FOUNDATION :1. Integrated Marketing Communications -- 2. Brand Management -- 3. Buyer Behaviors -- 4. The IMC Planning Process -- pt. II. IMC ADVERTISING TOOLS: 5. Advertising Campaign Management -- 6. Advertising Design -- 7. Traditional Media Channels -- pt. III. DIGITAL AND ALTERNATIVE MARKETING: 8. Digital Marketing -- 9. Social Media -- 10. Alternative Marketing -- pt. IV. IMC PROMOTIONAL TOOLS: 11. Database and Direct Response Marketing and Personal Selling -- 12. Sales Promotion -- 13. Public Relations and Sponsorship Programs -- pt. V. IMG ETHICS, REGULATION, AND EVALUATION: 14. Relations and Ethical Concerns -- 15. Evaluating an Integrated Marketing Program

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