000			01781cam a2200337 i 4500
001			18253138
003			OSt
005			20211220141424.0
008			140804s2016 njua b 001 0 eng
010			_a 2014028847
040			_aDLC _beng _erda _cLC _dDLC
042			_apcc
050	0	0	_aHF5415.123.C58
082	0	0	_a659.1 _223
100	1		_aClow, Kenneth E.
245	1	0	_aIntegrated advertising, promotion, and marketing communications. / _cKenneth E. Clow, Donald Baack.
250			_a7th ed.
264		1	_aBoston: _bPearson, _c2016.
300			_axx, 496 pages: _bcolor illustrations; _c27 cm
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
504			_aIncludes bibliographical references (pages 456-460) and index.
505			_aContents: 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 --
650		0	_aCommunication in marketing.
650		0	_aAdvertising.
700	1		_aBaack, Donald.
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2lcc _cBK
999			_c8341 _d15841