Integrated advertising, promotion, and marketing communications. / Kenneth E. Clow, Donald Baack.
Material type:
TextPublisher: Boston: Pearson, 2016Edition: 7th edDescription: xx, 496 pages: color illustrations; 27 cmContent type: - text
- unmediated
- volume
- 659.1 23
- HF5415.123.C58
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Includes bibliographical references (pages 456-460) and index.
Contents: 1. The IMC foundation: Integrated marketing communications -- Brand management -- Buyer behaviors -- The IMC planning process -- 2. IMC advertising tools: Advertising campaign management -- Advertising design -- Traditional media channels -- 3. Digital and alternative marketing: Digital marketing -- Social media -- Alternative marketing -- 4. IMC promotional tools: Database and direct response marketing and personal selling -- Sales promotions -- Public relations and sponsorship programs -- 5. IMC ethics, regulation and evaluation: Regulations and ethical concerns -- Evaluating an integrated marketing program --
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