Integrated advertising, promotion, and marketing communications

By:

Clow, Kenneth E

Contributor(s):

Baack, Donald

Material type: Text

TextPublication details: Harlow: Pearson Education Limited, 2022.Edition: 9thDescription: 469p., note., ind., 30 cm X 22 cmISBN:

9780135589809

Subject(s):

-- communication in marketing -- advertising

DDC classification:

659.1

List(s) this item appears in: New Arrivals 4 September 2023

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Item type	Current library	Call number	Materials specified	Status	Date due	Barcode
Books	KEIC	659.1 CLO (Browse shelf(Opens below))		Available		22500

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Recommended by: Ashutosh Dutt

Contents:
Part I: The IMC Foundation
1. Integrated Marketing Communications
2. Brand Management
3. Buyer Behaviors
4. The IMC Planning Process
Part II: IMC Advertising Tools
5. Advertising Campaign Management
6. Advertising Design
7. Traditional Media Channels
Part III: Digital and Alternative Marketing
8. Digital Marketing
9. Social Media
10. Alternative Marketing
Part IV: IMC Promotional Tools
11. Database and Direct Response Marketing and Personal Selling
12. Sales Promotions
13. Public Relations and Sponsorship Programs
Part V: IMC Ethics, Regulation, and Evaluation
14. Relations and Ethical Concerns
15. Evaluating an Integrated Marketing Program.

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