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Integrated advertising, promotion, and marketing communications Kenneth E. Clow, Donald Baack.
Detalles de publicación: Boston Prentice Hall c2012.Edición: 5th edDescripción: xviii, 445 p. col. ill. 28 cmISBN:- 9780132538961 (pbk. : alk. paper)
- 0132538962
- 659.1 C648i5 22
- HF5415.123 .C58 2012
| Imagen de cubierta | Tipo de ítem | Biblioteca actual | Biblioteca de origen | Colección | Ubicación en estantería | Signatura topográfica | Materiales especificados | Info Vol | URL | Copia número | Estado | Notas | Fecha de vencimiento | Código de barras | Reserva de ítems | Prioridad de la cola de reserva de ejemplar | Reservas para cursos | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Libro | Biblioteca Encarnación Valdés Colección General bev | 659.1 C648i5 (Navegar estantería(Abre debajo)) | Disponible | 80000002467036 |
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Descripciones mejoradas de Syndetics:
Examine advertising and promotions through the lens of integrated marketing communications.
The carefully integrated approach of this text blends advertising, promotions, and marketing communications together, providing readers with the information they need to understand the process and benefits of successful IMC campaigns. The fifth edition brings the material to life by incorporating professional perspectives and real-world campaign stories throughout the text.Includes bibliographical references and index.
Tabla de contenidos provista por Syndetics
- Part 1 The IMC Foundation
- Chapter 1 Integrated Marketing Communications
- Chapter 2 Corporate Image and Brand Management
- Chapter 3 Buyer Behaviors
- Chapter 4 The IMC Planning Process
- Part 2 IMC Advertising Tools
- Chapter 5 Advertising Management
- Chapter 6 Advertising Design: Theoretical Frameworks and Types of Appeals
- Chapter 7 Advertising Design: Message Strategies and Executional Frameworks
- Part 3 IMC Media Tools
- Chapter 8 Traditional Media Channels
- Chapter 9 E-active Marketing
- Chapter 10 Alternative Marketing
- Part 4 IMC Promotional Tools
- Chapter 11 Database and Direct Response Marketing and Personal Selling
- Chapter 12 Sales Promotions
- Chapter 13 Public Relations and Sponsorship Programs
- Part 5 IMC Ethics, Regulation, and Evaluation
- Chapter 14 Regulations and Ethical Concerns
- Chapter 15 Evaluating an Integrated Marketing Program