Integrated advertising, promotion, and marketing communications / Kenneth E. Clow, Donald Baack

By:

Clow, Kenneth E

Contributor(s):

Baack, Donald

Material type: Text

0132382091

Subject(s):

DDC classification:

659.1 CLO

Contents:

Integrated 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

Summary: Using a hands-on approach, this text shows students how to develop a complete integrated marketing communications programme. It incorporates Internet exercises and a 'Building an IMC Campaign' project, with free 'Advertising Plan Pro' software

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Holdings
Item type	Current library	Home library	Call number	Copy number	Status	Barcode
Book	Mzumbe University Main Campus Library	Mzumbe University Main Campus Library	659.1 CLO (Browse shelf(Opens below))	1	Available	0061541
Book	Mzumbe University Main Campus Library	Mzumbe University Main Campus Library	659.1 CLO (Browse shelf(Opens below))	2	Available	0058967
Book	Mzumbe University Main Campus Library	Mzumbe University Main Campus Library	659.1 CLO (Browse shelf(Opens below))	3	Available	0058968

Total holds: 0

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Previous	659.1 CAL Manager's guide to marketing, advertising, and publicity /	659.1 CHU Foundations of advertising : theory and practice	659.1 CLO Integrated advertising, promotion, and marketing communications	659.1 CLO Integrated advertising, promotion, and marketing communications	659.1 CLO Integrated advertising, promotion, and marketing communications	659.1 CLO Integrated advertising, promotion, and marketing communications	659.1 CLO Integrated advertising, promotion, and marketing communications	Next

Includes indexes

Integrated 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

Using a hands-on approach, this text shows students how to develop a complete integrated marketing communications programme. It incorporates Internet exercises and a 'Building an IMC Campaign' project, with free 'Advertising Plan Pro' software

eng

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