| LEADER : 00000nam 2200000uu 4500 |
| 008 140521s2014||||th 000 0 tha d |
| 020 ^a9780273786986 (pbk. : alk. paper)
|
| 020 ^a0273786989
|
| 040 ^aneu
|
| 082 00 ^a659.1^bC648I
|
| 100 1 ^aClow, Kenneth E
|
| 245 10 ^aIntegrated advertising, promotion, and marketing communications /^cKenneth E. Clow, Donald Baack
|
| 250 ^a6th ed
|
| 260 ^aBoston :^bPrentice Hall,^cc2014
|
| 300 ^a480 p. :^bcol. ill. ;^c28 cm
|
| 504 ^aIncludes bibliographical references and index
|
| 505 0 ^aThe IMC foundation -- Integrated marketing communications-- Corporate image and brand management -- Buyer behaviors-- Promotions opportunity analysis -- IMC advertisingtools -- Advertising management -- Advertising design :theoretical frameworks and types of appeals -- Advertisingdesign : message strategies and executional frameworks --IMC media tools -- Advertising media selection -- E-activemarketing -- Alternative marketing -- IMC promotionaltools -- Database and direct response marketing -- Salespromotions -- Public relations and sponsorship programs --IMC integration tools -- Regulations and ethical concerns-- Evaluating an integrated marketing program
|
| 650 0 ^aCommunication in marketing
|
| 650 0 ^aAdvertising
|
| 700 1 ^aBaack, Donald
|
| 852 ^aCommunication Arts
|
| 999 ^ayuwapha
|
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