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Integrated advertising, promotion & marketing communications / Kenneth E. Clow, Donald Baack.
Publication details: Upper Saddle River, N.J. : Pearson Prentice Hall, c2004 + Edition: 2nd edDescription: xxvii, 538 p. : ill. ; 28 cmISBN:- 0131405462
- 9780131405462
- Integrated advertising, promotion, and marketing communications
- HF5415.123 .C58 2004
Contents:
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.
| Item type | Current library | Home library | Shelving location | Call number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|---|
Books
|
American University in Dubai | American University in Dubai | Main Collection | HF 5415.123 .C58 2004 (Browse shelf(Opens below)) | Available | 5118767 |
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.
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