Clow, Kenneth E. <br/><br/>
Integrated advertising, promotion, and marketing communications. / 
Kenneth E. Clow, Donald Baack. 
 - 7th ed. 
 - xx, 496 pages:  color illustrations;  27 cm 
<br/><br/>Includes bibliographical references (pages 456-460) and index. 
<br/><br/>Contents: 1. The IMC foundation: Integrated marketing communications -- Brand management -- Buyer behaviors -- The IMC planning process -- 2. IMC advertising tools: Advertising campaign management -- Advertising design -- Traditional media channels -- 3. Digital and alternative marketing: Digital marketing -- Social media -- Alternative marketing -- 4. IMC promotional tools: Database and direct response marketing and personal selling -- Sales promotions -- Public relations and sponsorship programs -- 5. IMC ethics, regulation and evaluation: Regulations and ethical concerns -- Evaluating an integrated marketing program --  
<br/><br/><label>LCCN: </label>2014028847 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Communication in marketing.<br/>Advertising.
<br/><br/><label>LC Class. No.: </label>HF5415.123.C58 
<br/><br/><label>Dewey Class. No.: </label>659.1