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Integrated advertising, promotion, and marketing communications. (Record no. 39643)

MARC details
000 -LEADER
fixed length control field	02628nam a2200241 a 4500
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
ISBN	9780131866225
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
ISBN	0131866222
082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number	659.1
Item number	CLO
100 ## - MAIN ENTRY--AUTHOR NAME
Personal name	Clow, Kenneth E.
245 ## - TITLE STATEMENT
Title	Integrated advertising, promotion, and marketing communications.
250 ## - EDITION STATEMENT
Edition statement	3rd Edition.
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Place of publication	Upper Saddle River, New Jersey :
Name of publisher	Pearson Prentice Hall,
Year of publication	©2007.
300 ## - PHYSICAL DESCRIPTION
Number of Pages	xxiii, 515 p.:
Other physical details	illustrations (chiefly color) ;
500 ## - GENERAL NOTE
General note	Including Index.
505 ## - FORMATTED CONTENTS NOTE
Formatted contents note	Integrated marketing communications --<br/>Corporate image and brand management --<br/>Buyer behaviors --<br/>Promotions opportunity analysis --<br/>Advertising management --<br/>Advertising design: theoretical frameworks and types of appeals --<br/>Advertising design: message strategies and executional frameworks --<br/>Advertising media selection --<br/>Trade promotions --<br/>Consumer promotions --<br/>Personal selling, database marketing, and customer relationship management --<br/>Public relations, sponsorship programs, and regulations --<br/>Internet marketing --<br/>IMC for small businesses and entrepreneurial ventures --<br/>Evaluating an integrated marketing program.
520 ## - SUMMARY, ETC.
Summary, etc	Integrated marketing communications --<br/>Corporate image and brand management --<br/>Buyer behaviors --<br/>Promotions opportunity analysis --<br/>Advertising management --<br/>Advertising design: theoretical frameworks and types of appeals --<br/>Advertising design: message strategies and executional frameworks --<br/>Advertising media selection --<br/>Trade promotions --<br/>Consumer promotions --<br/>Personal selling, database marketing, and customer relationship management --<br/>Public relations, sponsorship programs, and regulations --<br/>Internet marketing --<br/>IMC for small businesses and entrepreneurial ventures --<br/>Evaluating an integrated marketing program.<br/><br/>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.<br/><br/>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.<br/><br/>For marketing professionals and ad agency account executives.
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical Term	Communication in marketing.
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical Term	Advertising.
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical Term	Reclame.
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical Term	Integrated management.
700 ## - ADDED ENTRY--PERSONAL NAME
Personal name	Baack, Donald.
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Koha item type	Reference Books

Holdings
Collection code	Home library	Current library	Shelving location	Date acquired	Source of acquisition	Cost, normal purchase price	Full call number	Accession Number	Koha item type
Reference	Main Library	Main Library	Reference	28/11/2007	Purchased	9585.45	659.1 CLO	010635	Reference Books