Intergrated advertising, promotional, and marketing communication. / Kenneth E. Clow
Material type:
TextPublication details: New Jersey: Pearson Prentice Hall, 2007.Description: xxiii, 515 p.: ill.; 24cmISBN: - 0131866222
- HF5415.123.C58
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.123.C581 (Browse shelf(Opens below)) | 2 | Available | 6353/12 | ||||||||||||
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.123.C58 (Browse shelf(Opens below)) | 1 | Available | 2368/12 |
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| HF5415.122.L681 Services marketing: people, technology, strategy. / | HF5415.122.L682 Services marketing: people, technology, strategy. / | HF5415.123.C58 Intergrated advertising, promotional, and marketing communication. / | HF5415.123.C581 Intergrated advertising, promotional, and marketing communication. / | HF5415.123.F55 Marketing communications : engagements, strategies, and practice. / | HF5415.123.F551 Marketing communications : engagements, strategies, and practice. / | HF5415.123.P45 Foundations of marketing communications: a European perspective / |
Includes index.
Contents: The IMC Foundation : Integrated marketing communications -- Corporate image and brand management -- Buyer behaviours -- 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, sponsorship programs and regulations -- IMC integration tools : Internet marketing -- IMC for small business and entreprenuerial venture -- Evaluating and integrated marketing program .
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