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Print Material
Author Clow, Kenneth E.

Title Integrated advertising, promotion, and marketing communications / Kenneth E. Clow, Donald Baack.

Publication Info. Boston : Pearson, [2016]

Copies

Location Call No. OPAC Message Status
 Axe Kansas Collection  659.1 626i 2016    ---  Available
Edition Seventh edition.
Description xx, 476 pages : color illustrations ; 27 cm
text txt rdacontent
unmediated n rdamedia
volume nc rdacarrier
Series PSU Faculty or Staff Author ; 1988-
Note Baack, PSU Faculty or Staff Author.
Bibliography Includes bibliographical references (pages 456-460) and index.
Contents Part One THE IMC FOUNDATION -- 1. Integrated Marketing Communications -- 2. Brand Management -- 3. Buyer Behaviors -- 4. The IMC Planning Process -- Part Two IMC ADVERTISING TOOLS -- 5. Advertising Campaign Management -- 6. Advertising Design -- 7. Traditional Media Channels -- Part Three IMC MEDIA TOOLS -- 8. Digital and Alternative -- 9. Social Media -- 10. Alternative Marketing -- Part Four IMC PROMOTIONAL TOOL -- 11. Database and Direct Response Marketing and Personal Selling -- 12. Sales Promotion -- 13. Public Relations and Sponsorship Programs -- Part Five IMG ETHICS, REGULATION, AND EVALUATION -- 14. Relations and Ethical Concerns -- 15. Evaluating an Integrated Marketing Program.
Subject Communication in marketing.
Advertising.
Advertising. (OCoLC)fst00797511
Communication in marketing. (OCoLC)fst00870196
Added Author Baack, Donald.
ISBN 0133866335
9780133866339

 
    
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