Integrated Advertising, Promotion, and Marketing Communications / Kenneth E. Clow, Donald Baack

عدد النسخ: 1 عدد النسخ المعارة : 0 عدد النسخ المتاحة للاعارة : 1
رقم التسجيلة 8848
نوع المادة كتاب
ردمك 9780134484136
رقم الطلب

HF 5415.123 .C58

المؤلف Clow, Kenneth E

العنوان Integrated Advertising, Promotion, and Marketing Communications / Kenneth E. Clow, Donald Baack
بيان الطبعة Ed. 8
بيانات النشر New Jersey، [الولايات المتحدة]: Pearson، 2018.
الوصف المادي 490 P
المحتويات / النص

Part I:
The IMC Foundation
1. Integrated Marketing Communications
 2. Brand Management
3. Buyer Behaviors
4. The IMC Planning Process Part II: IMC Advertising Tools5. Advertising Campaign Management
 6. Advertising Design
7. Traditional Media Channels Part III: Digital and Alternative Marketing
 8. Digital Marketing 9. Social Media
10. Alternative Marketing Part IV: IMC Promotional Tools
11. Database and Direct Response Marketing and Personal Selling 12. Sales Promotions 13. Public Relations and Sponsorship Programs Part V: IMC Ethics, Regulation, and Evaluation
 14. Relations and Ethical Concerns 15. Evaluating an Integrated Marketing Program


Integrated advertising and marketing communications taught through real-life application

Integrated Advertising, Promotion, and Marketing Communications speaks to an evolved definition of integrated marketing and teaches you how to effectively communicate in the business world. It champions the importance of integrating all marketing communications and helps you understand how communications are produced and transmitted. This text covers advertising and promotions, the role of social media, blogs, mobile messaging, and other marketing tactics. To help you retain ideas, each chapter includes tools that allow you to apply concepts to real-life situations. The 8th Edition includes extensive analysis of social media, Internet blogs, and mobile helping you understand the vital links marketers use to connect with consumers.

الأسماء المرتبطة Baack, Donald