ISBN-10:
0134484134
ISBN-13:
9780134484136
Pub. Date:
01/18/2017
Publisher:
Pearson
Integrated Advertising, Promotion, and Marketing Communications / Edition 8

Integrated Advertising, Promotion, and Marketing Communications / Edition 8

by Kenneth E. Clow, Donald E. Baack

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Product Details

ISBN-13: 9780134484136
Publisher: Pearson
Publication date: 01/18/2017
Edition description: New Edition
Pages: 512
Product dimensions: 8.50(w) x 10.80(h) x 0.70(d)

Table of Contents

Part I: The IMC Foundation

1. Integrated Marketing Communications

2. Brand Management

3. Buyer Behaviors

4. The IMC Planning Process

Part II: IMC Advertising Tools

5. 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

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