Clow, Kenneth E.
Integrated advertising, promotion, and marketing communications Kenneth E. Clow, Donald Baack - 8th global ed. - Harlow : Pearson, c2018. - 508 p. : col. ill. ; 28 cm.
Part I: The IMC Foundation 1. Integrated Marketing Communications2. Brand Management3. Buyer Behaviors4. The IMC Planning Process Part II: IMC Advertising Tools 5. Advertising Campaign Management6. Advertising Design7. Traditional Media Channels Part III: Digital and Alternative Marketing8. Digital Marketing9. Social Media10. Alternative Marketing Part IV: IMC Promotional Tools11. Database and Direct Response Marketing and Personal Selling12. Sales Promotions 13. Public Relations and Sponsorship Programs Part V: IMC Ethics, Regulation, and Evaluation14. Relations and Ethical Concerns15. Evaluating an Integrated Marketing Program.
Integrated Advertising, Promotion, and Marketing Communications speaks to an evolved definition of integrated marketing and teaches students how to effectively communicate in the business world. It champions the importance of integrating all marketing communications and helps students understand how communications are produced and transmitted. This text covers advertising and promotions, the role of social media, blogs, mobile messaging, and other marketing tactics. To help students retain ideas, each chapter includes tools that allow students to apply concepts to real-life situations. The 8th Edition includes extensive analysis of social media, Internet blogs, and mobile helping students understand the vital links marketers use to connect with consumers.
9781292222691
Communication in marketing
Advertising
659.1 CL IN
Integrated advertising, promotion, and marketing communications Kenneth E. Clow, Donald Baack - 8th global ed. - Harlow : Pearson, c2018. - 508 p. : col. ill. ; 28 cm.
Part I: The IMC Foundation 1. Integrated Marketing Communications2. Brand Management3. Buyer Behaviors4. The IMC Planning Process Part II: IMC Advertising Tools 5. Advertising Campaign Management6. Advertising Design7. Traditional Media Channels Part III: Digital and Alternative Marketing8. Digital Marketing9. Social Media10. Alternative Marketing Part IV: IMC Promotional Tools11. Database and Direct Response Marketing and Personal Selling12. Sales Promotions 13. Public Relations and Sponsorship Programs Part V: IMC Ethics, Regulation, and Evaluation14. Relations and Ethical Concerns15. Evaluating an Integrated Marketing Program.
Integrated Advertising, Promotion, and Marketing Communications speaks to an evolved definition of integrated marketing and teaches students how to effectively communicate in the business world. It champions the importance of integrating all marketing communications and helps students understand how communications are produced and transmitted. This text covers advertising and promotions, the role of social media, blogs, mobile messaging, and other marketing tactics. To help students retain ideas, each chapter includes tools that allow students to apply concepts to real-life situations. The 8th Edition includes extensive analysis of social media, Internet blogs, and mobile helping students understand the vital links marketers use to connect with consumers.
9781292222691
Communication in marketing
Advertising
659.1 CL IN