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AuthorClow, Kenneth E
TitleIntegrated advertising, promotions, and marketing communications / Kenneth E. Clow, Donald Baack
Imprint Upper Saddle River, N.J. : Prentice Hall, c2002
Descript xxvi, 638 p. : col. ill. + 1 computer optical disc (4 3/4 in.)


Part 1: Introduction and social issues -- Integrated marketing communications -- Ethics and social responsibility in marketing communications -- Part 2: The integrated communications foundation -- Promotions opportunity analysis -- Corporate image and brand management -- Consumer buyer behaviors -- Business-to-business buyer behaviors -- Part 3: Advertising -- Advertising management -- Advertising media selection -- Advertising design: theoretical frameworks and types of appeals -- Advertising design: message strategies and executional frameworks -- Part 4: Promotional mix -- Trade promotions -- Consumer promotions -- Personal selling -- Part 5: Communication tools -- Public relations and sponsorship programs -- Database and direct-marketing programs -- Internet marketing -- Evaluating and integrated marketing program

Communication in marketing Advertising

Sasin Library659.1 C648I 2002CHECK SHELVES
Sasin Library659.1 C648I 2002CHECK SHELVES

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