Integrated Advertising, Promotion, and Marketing Communications
International Edition
3rd Edition
Published on 27. February 2008
Book
Paperback/Softback
544 pages
978-0-13-238209-0 (ISBN)
Description
For courses in Integrated Marketing Communications, Advertising Principles, and Advertising and Promotions.
Integrated Advertising, Promotion, and Marketing Communicationsis a pure IMC text by providing a truly integrated approach to teaching IMC.
Integrated Advertising, Promotion, and Marketing Communicationsis a pure IMC text by providing a truly integrated approach to teaching IMC.
More details
Edition
3rd edition
Language
English
Place of publication
United States
Publishing group
Pearson Education (US)
Target group
Professional and scholarly
Dimensions
Height: 274 mm
Width: 211 mm
Thickness: 20 mm
Weight
1064 gr
ISBN-13
978-0-13-238209-0 (9780132382090)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Kenneth E. Clow | Donald E. Baack
Integrated Advertising, Promotion and Marketing Communications
Global Edition
Book
01/2009
4th Edition
Pearson Education (US)
€66.95
Article exhausted; check for reprint
Content
PART I THE IMC FOUNDATION
1. Integrated Marketing Communications
2. Corporate Image and Brand Management
3. Buyer Behaviors
4. Promotions Opportunity Analysis
PART II IMC ADVERTISING TOOLS
5. Advertising Management
6. Advertising Design: Theoretical Frameworks and Types of Appeals
7. Advertising Design: Message Strategies and Executional Frameworks
8. Advertising Media Selection
PART III IMC PROMTIONAL TOOLS
9. Trade Promotions
10. Consumer Promotions
11. Personal Selling, Database Marketing, and Customer Relationship Management
12. Public Relations, Sponsorship Programs, and Regulations
PART IV IMC INTEGRATION TOOLS
13. Internet Marketing
14. IMC for Small Businesses and Entrepreneurial Ventures
15. Evaluating an Integrated Marketing Program
1. Integrated Marketing Communications
2. Corporate Image and Brand Management
3. Buyer Behaviors
4. Promotions Opportunity Analysis
PART II IMC ADVERTISING TOOLS
5. Advertising Management
6. Advertising Design: Theoretical Frameworks and Types of Appeals
7. Advertising Design: Message Strategies and Executional Frameworks
8. Advertising Media Selection
PART III IMC PROMTIONAL TOOLS
9. Trade Promotions
10. Consumer Promotions
11. Personal Selling, Database Marketing, and Customer Relationship Management
12. Public Relations, Sponsorship Programs, and Regulations
PART IV IMC INTEGRATION TOOLS
13. Internet Marketing
14. IMC for Small Businesses and Entrepreneurial Ventures
15. Evaluating an Integrated Marketing Program