TY  - BOOK
AU  - Clow,Kenneth E.
AU  - Baack,Donald
TI  - Integrated advertising, promotion, and marketing communications.
AV  - HF5415.123.C58 
U1  - 659.1 23
PY  - 2016///
CY  - Boston
PB  - Pearson
KW  - Communication in marketing
KW  - Advertising
N1  - Includes bibliographical references (pages 456-460) and index; 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 --
ER  -