TY  - BOOK
AU  - Clow,Kenneth E.
AU  - Baack,Donald
TI  - Integrated advertising, promotion & marketing communications
SN  - 0131405462
AV  - HF5415.123 .C58 2004
PY  - 2004/// +
CY  - Upper Saddle River, N.J.
PB  - Pearson Prentice Hall
KW  - Communication in marketing
KW  - Advertising
KW  - Promotie (public relations)
KW  - gtt
KW  - Reclame
KW  - Communicatie
KW  - Communication en marketing
KW  - Publicité
KW  - fast
N1  - Includes bibliographical references and indexes; The IMC foundation -- Integrated Marketing Communications -- Corporate Image and Brand Management -- Consumer Buyer Behavior -- Business-to-Business Buyer Behavior -- Promotions Opportunity Analysis -- IMC advertising tools -- Advertising Management -- Advertising Design: Theoretical Frameworks and Types of Appeals -- Advertising Design: Message Strategies and Executional Frameworks -- Advertising Media Selection -- IMC promotional tools -- Trade Promotions -- Consumer Promotions -- Personal Selling, Database Marketing, and Customer Relationship Management -- Public Relations, Regulations, and Sponsorship Programs -- IMC integration tools -- Internet Marketing -- IMC for Small Businesses and Entrepreneurial Ventures -- Evaluating an Integrated Marketing Program
ER  -