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

By: Clow, Kenneth E
Contributor(s): Baack, Donald
Call number: 659.1 C648I 2014 Material type: materialTypeLabelBookPublisher: Boston, Mass. : Pearson, c2014. Edition: 6th ed., Global ed.Description: 480 p. : ill., charts.ISBN: 9780273786986 (pbk.).Subject(s): Communication in marketing | Advertising
Contents:
Integrated marketing communications -- Corporate image and brand management -- Buyer behaviors -- The IMC planning process -- Advertising management -- Advertising design: theoretical frameworks and types of appeals -- Advertising design: message strategies and executional frameworks -- Traditional media channels -- Digital marketing -- Alternative marketing -- Database and direct response marketing and personal selling -- Sales promotions -- Public relations and sponsorship programs -- Regulations and ethical concerns -- Evaluating an integrated marketing program.
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Item type Location Call number Status Date due Copy No. Barcode
หนังสือทั่วไป CL_General Book 659.1 C648I 2014 (Browse shelf) Available 1 1000181338
หนังสือทั่วไป CL_General Book 659.1 C648I 2014 (Browse shelf) Available 2 1000181941

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