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Intergrated advertising, promotional, and marketing communication. / Kenneth E. Clow

By: Clow, Kenneth EContributor(s): Baack, DonaldMaterial type: TextTextPublisher: New Jersey: Pearson Prentice Hall, 2007Description: xxiii, 515 p.: ill.; 24cmISBN: 0131866222Subject(s): Communication in marketing | AdvertisingLOC classification: HF5415.123.C58
Contents:
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 .
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Item type Current location Home library Call number Copy number Status Date due Barcode
Books Books WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY
General Stacks 		WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY
HF5415.123.C58 (Browse shelf) 1 Available 2368/12
Books Books WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY
General Stacks 		WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY
HF5415.123.C581 (Browse shelf) 2 Available 6353/12

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 .

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