Integrated advertising, promotion, and marketing communications.
Clow, Kenneth E.
Integrated advertising, promotion, and marketing communications. - 3rd Edition. - Upper Saddle River, New Jersey : Pearson Prentice Hall, ©2007. - xxiii, 515 p.: illustrations (chiefly color) ;
Including Index.
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 --
Trade promotions --
Consumer promotions --
Personal selling, database marketing, and customer relationship management --
Public relations, sponsorship programs, and regulations --
Internet marketing --
IMC for small businesses and entrepreneurial ventures --
Evaluating an integrated marketing program.
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 --
Trade promotions --
Consumer promotions --
Personal selling, database marketing, and customer relationship management --
Public relations, sponsorship programs, and regulations --
Internet marketing --
IMC for small businesses and entrepreneurial ventures --
Evaluating an integrated marketing program.
This volume takes a broader approach than Advertising or Promotions surveys and gives readers an integrated learning experience by incorporating Internet exercises and a Building an IMC Campaign project, with free Advertising Plan Pro software in every copy.
The volume addresses integrated marketing communications, corporate image and brand management, consumer buyer behavior, business-to-business buyer behavior, promotions opportunity analysis, advertising management, advertising design, both theoretical and executional frameworks, IMC promotional tools and integration tools.
For marketing professionals and ad agency account executives.
9780131866225 0131866222
Communication in marketing.
Advertising.
Reclame.
Integrated management.
659.1 / CLO
Integrated advertising, promotion, and marketing communications. - 3rd Edition. - Upper Saddle River, New Jersey : Pearson Prentice Hall, ©2007. - xxiii, 515 p.: illustrations (chiefly color) ;
Including Index.
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 --
Trade promotions --
Consumer promotions --
Personal selling, database marketing, and customer relationship management --
Public relations, sponsorship programs, and regulations --
Internet marketing --
IMC for small businesses and entrepreneurial ventures --
Evaluating an integrated marketing program.
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 --
Trade promotions --
Consumer promotions --
Personal selling, database marketing, and customer relationship management --
Public relations, sponsorship programs, and regulations --
Internet marketing --
IMC for small businesses and entrepreneurial ventures --
Evaluating an integrated marketing program.
This volume takes a broader approach than Advertising or Promotions surveys and gives readers an integrated learning experience by incorporating Internet exercises and a Building an IMC Campaign project, with free Advertising Plan Pro software in every copy.
The volume addresses integrated marketing communications, corporate image and brand management, consumer buyer behavior, business-to-business buyer behavior, promotions opportunity analysis, advertising management, advertising design, both theoretical and executional frameworks, IMC promotional tools and integration tools.
For marketing professionals and ad agency account executives.
9780131866225 0131866222
Communication in marketing.
Advertising.
Reclame.
Integrated management.
659.1 / CLO