Clow, Kenneth E. creator Baack, Donald. text bibliography nju 2016 7th ed. monographic eng

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xx, 496 pages: color illustrations; 27 cm 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 -- Kenneth E. Clow, Donald Baack. Includes bibliographical references (pages 456-460) and index. Communication in marketing Advertising HF5415.123.C58 659.1 2014028847 DLC 140804 20211220141424.0 18253138 eng