Limit search to available items
Book Cover
Book
Author Clow, Kenneth E.

Title Integrated advertising, promotion, and marketing communications / Kenneth E. Clow, Donald Baack
Published Upper Saddle River, N.J. : Prentice Hall, [2002]
©2002

Copies

Location Call no. Vol. Availability
 WATERFT BUSINESS  659.1 Clo/Iap  AVAILABLE
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.
Advertising.
Author Baack, Donald.
LC no. 2001034371
ISBN 0130175781
Other Titles Integrated advertising, promotion & marketing communications
Advertising PlanPro