Integrated advertising, promotion, and marketing communications / Kenneth E. Clow, Donald Baack.
Material type:
TextPublication details: Upper Saddle River, N.J. : Pearson Prentice Hall, c2007.Edition: 3rd edDescription: xxiii, 515 p. : ill. (chiefly col.) ; 28 cmISBN: - 0131866222
- 9780131866225
- 0132382091
- 9780132382090
- Cl In 659.1
| Item type | Current library | Collection | Call number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|
Books
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Bahrain BAS-AVP | Business Studies | 659.1 CL IN (Browse shelf(Opens below)) | Available | 3000000873 |
Includes bibliographical references and indexes.
Integrated marketing communications -- Corporate image and brand management -- Buyer behaviors -- Promotions opportunity analysis -- Advertising management -- Advertising design: theoretical frameworks and types of appeals -- Advertising design: message strategies and executional frameworks -- Advertising media selection -- Trade promotions -- Consumer promotions -- Personal selling, database marketing, and customer relationship management -- Public relations, sponsorship programs, and regulations -- Internet marketing -- IMC for small businesses and entrepreneurial ventures -- Evaluating an integrated marketing program.
Using a hands-on approach, this text shows students how to develop a complete integrated marketing communications programme. It incorporates Internet exercises and a 'Building an IMC Campaign' project, with free 'Advertising Plan Pro' software.
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