Clow, Kenneth E.
Intergrated advertising, promotional, and marketing communication. / Kenneth E. Clow - New Jersey: Pearson Prentice Hall, 2007. - xxiii, 515 p.: ill.; 24cm.
Includes index.
Contents: The IMC Foundation : Integrated marketing communications -- Corporate image and brand management -- Buyer behaviours -- Promotions opportunity analysis -- IMC advertising tools: Advertising management -- Advertising design: Theoretical frameworks and types of appeals -- Advertising design : message strategies and executional frameworks -- Advertising media selection -- IMC promotional tools : Trade promotions -- Consumer promotions -- Personal selling, database marketing and customer relationship management -- Public relations, sponsorship programs and regulations -- IMC integration tools : Internet marketing -- IMC for small business and entreprenuerial venture -- Evaluating and integrated marketing program .
0131866222
Communication in marketing.
Advertising.
HF5415.123.C58
Intergrated advertising, promotional, and marketing communication. / Kenneth E. Clow - New Jersey: Pearson Prentice Hall, 2007. - xxiii, 515 p.: ill.; 24cm.
Includes index.
Contents: The IMC Foundation : Integrated marketing communications -- Corporate image and brand management -- Buyer behaviours -- Promotions opportunity analysis -- IMC advertising tools: Advertising management -- Advertising design: Theoretical frameworks and types of appeals -- Advertising design : message strategies and executional frameworks -- Advertising media selection -- IMC promotional tools : Trade promotions -- Consumer promotions -- Personal selling, database marketing and customer relationship management -- Public relations, sponsorship programs and regulations -- IMC integration tools : Internet marketing -- IMC for small business and entreprenuerial venture -- Evaluating and integrated marketing program .
0131866222
Communication in marketing.
Advertising.
HF5415.123.C58