Clow, Kenneth E.  <br/><br/>
Integrated advertising, promotion, and marketing communications 
/ Kenneth E. Clow, Donald Baack 
 - 3rd ed. 
 - Upper Saddle River, N.J. :  Pearson Prentice Hall,   ©2007. 
 - xxiii, 515 p. :   ill. (chiefly color) ;   28 cm. 
<br/><br/>Includes indexes 
<br/><br/><br/>Integrated marketing communications<br/>Corporate image and brand management<br/>Buyer behaviors<br/>Promotions opportunity analysis<br/>Advertising management<br/>Advertising design: theoretical frameworks and types of appeals<br/>Advertising design: message strategies and executional frameworks<br/>Advertising media selection<br/>Trade promotions<br/>Consumer promotions<br/>Personal selling, database marketing, and customer relationship management<br/>Public relations, sponsorship programs, and regulations<br/>Internet marketing<br/>IMC for small businesses and entrepreneurial ventures<br/>Evaluating an integrated marketing program<br/> 
<br/><br/> 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 
<br/><br/><br/>eng 
<br/><br/><label>ISBN: </label>0132382091  TZS 50,000/= 
<br/><br/><label>Subjects--Topical Terms: </label><br/> Advertising<br/>Communication in marketing
<br/><br/><label>Dewey Class. No.: </label>659.1 CLO