000			02628nam a2200241 a 4500
020			_a9780131866225
020			_a0131866222
082			_a659.1 _bCLO
100			_aClow, Kenneth E.
245			_aIntegrated advertising, promotion, and marketing communications.
250			_a3rd Edition.
260			_aUpper Saddle River, New Jersey : _bPearson Prentice Hall, _c©2007.
300			_axxiii, 515 p.: _billustrations (chiefly color) ;
500			_aIncluding Index.
505			_aIntegrated 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.
520			_aIntegrated 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.
650			_aCommunication in marketing.
650			_aAdvertising.
650			_aReclame.
650			_aIntegrated management.
700			_aBaack, Donald.
942			_cREF
999			_c39643 _d39643