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Clow, Kenneth E.

Integrated advertising, promotion, and marketing communication Kenneth E. Clow, Donald E. Baack - 6th ed. - Noida Pearson 2015 - 455p PB.

Table of Contents:

1. Integrated Marketing Communications 1
2.Corporate Image and Brand Management 25
3.Buyer Behaviors 55
4.The IMC Planning Process 89
5. Advertising Management 123
6. Advertising Design- Theoretical Framework and Types of Appeals 155
7. Advertising Design- Message Strategies and Execution Framework 189
8. Traditional Media Channels 223
9.Digital Marketing 259
10. Database and Direct Response Marketing and Personal Selling 293
11.Sales Promotion 325
12. Public Relation and Sponsorship Program 355
13. Regulation and Ethical Concerns 385
14. Evaluation ad Integrated Marketing Program 415

Includes Index 445

ISBN: 9789332518377 839.00

Subjects--Topical Terms:
ADVERTISING
PUBLIC RELATION

Dewey Class. No.: 659.1 / CLO(INT)Ed6