000			01311nam a22001937a 4500
008			120531t xxu||||| |||| 00| 0 eng d
020			_a0131866222
050			_aHF5415.123.C58
100			_aClow, Kenneth E.
245			_aIntergrated advertising, promotional, and marketing communication. / _cKenneth E. Clow
260			_aNew Jersey: _bPearson Prentice Hall, _c2007.
300			_axxiii, 515 p.: _bill.; _c24cm.
500			_aIncludes index.
505			_aContents: 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 .
650			_aCommunication in marketing.
650			_aAdvertising.
700			_aBaack, Donald
942			_2lcc _cBK
999			_c1055 _d8555