Description |
xxvi, 638 pages : color illustrations ; 26 cm |
Contents |
Pt. 1. Introduction and Social Issues -- Ch. 1. Integrated Marketing Communications -- Ch. 2. Ethics and Social Responsibility in Marketing Communications -- Pt. 2. The Integrated Communications Foundation -- Ch. 3. Promotions Opportunity Analysis -- Ch. 4. Corporate Image and Brand Management -- Ch. 5. Consumer Buyer Behaviors -- Ch. 6. Business-To-Business Buyer Behaviors -- Pt. 3. Advertising -- Ch. 7. Advertising Management -- Ch. 8. Advertising Media Selection -- Ch. 9. Advertising Design: Theoretical Frameworks and Types of Appeals -- Ch. 10. Advertising Design: Message Strategies and Executional Frameworks -- Pt. 4. Promotional Mix -- Ch. 11. Trade Promotions -- Ch. 12. Consumer Promotions -- Ch. 13. Personal Selling -- Pt. 5. Communication Tools -- Ch. 14. Public Relations and Sponsorship Programs -- Ch. 15. Database and Direct-Marketing Programs -- Ch. 16. Internet Marketing -- Ch. 17. Evaluating an Integrated Marketing Program |
Notes |
Accompanying CD ROM entitled: Advertising PlanPro, is catalogued separately |
Bibliography |
Includes bibliographical references and index |
Subject |
Communication in marketing.
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Advertising.
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Author |
Baack, Donald.
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LC no. |
2001034371 |
ISBN |
0130175781 |
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