000			01522nam a22002297a 4500
020			_a0132382091 _cTZS 50,000/=
040			_aMUL _beng _eAACR
082			_a659.1 CLO
100			_aClow, Kenneth E.
245			_a Integrated advertising, promotion, and marketing communications _c/ Kenneth E. Clow, Donald Baack
250			_a3rd ed.
260			_aUpper Saddle River, N.J. : _bPearson Prentice Hall, _c©2007.
300			_a xxiii, 515 p. : _bill. (chiefly color) ; _c28 cm.
504			_aIncludes indexes
505			_a 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
520			_aUsing 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
546			_aeng
650			_a Advertising
650			_aCommunication in marketing
700			_aBaack, Donald
942			_cBK
999			_c6345 _d6345