Integrated advertising, promotion, and marketing communications / Kenneth E. Clow, Donald Baack.
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TextPublisher: Upper Saddle River, N.J. ; London : Pearson, c2010Edition: 4th edDescription: 478 p. : ill. (chiefly col.) ; 28 cmISBN: 9780138157371 (pbk. : global ed.); 0138157375 (pbk. : global ed.)Subject(s): Advertising | Communication in marketingDDC classification: 659.1 | Item type | Current library | Call number | Copy number | Status | Notes | Date due | Barcode |
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Female Library | HF5415.123 .C58 2010 (Browse shelf (Opens below)) | 1 | Available | STACKS | 51952000077954 | |
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Main Library | HF5415.123 .C58 2010 (Browse shelf (Opens below)) | 1 | Available | STACKS | 51952000055778 |
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| HF5415.1 .H37 2014 Marketing mistakes and successes / | HF5415.1 .K365 2015 Business development for dummies / | HF5415.12 .E8 J62 2010 Principles and practice of marketing / | HF5415.123 .C58 2010 Integrated advertising, promotion, and marketing communications / | HF5415.123 .F55 2009 Marketing communications : interactivity, communities and content / | HF5415.123 .F555 2006 Simply marketing communications / | HF5415.123 .K45 2007 Beyond buzz : the next generation of word-of-mouth marketing / |
Previous ed.: 2007.
Includes bibliographical references and indexes.
Integrated marketing communications -- Corporate image and brand management -- Buyer behaviors -- Promotions opportunity analysis -- Advertising management -- Advertising design: theoretical frameworks and types of appeals -- Advertising design: message strategies and executional frameworks -- Advertising media selection -- E-active marketing -- Alternative marketing -- Database and direct response marketing -- Sales promotions -- Public relations and sponsorship programs -- Regulations and ethical concerns -- Evaluating an integrated marketing program.
Using a hands-on approach, this text shows students how to develop a complete integrated marketing communications programme.
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