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

By:

Clow, Kenneth E

Contributor(s):

Baack, Donald E [auth.]

Material type: Text

TextLanguage: English Publication details: Noida Pearson 2015Edition: 6th edDescription: 455p PBISBN:

9789332518377

Subject(s):

ADVERTISING PUBLIC RELATION

DDC classification:

659.1 CLO(INT)Ed6

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Holdings
Item type	Current library	Call number	Vol info	Copy number	Status	Barcode
MBA - Masters on Business Administration	St. Xavier's University, Kolkata Lending Section	659.1 CLO(INT)Ed6 (Browse shelf(Opens below))	S.X.U.K	1126	Available	M892
MBA - Masters on Business Administration	St. Xavier's University, Kolkata Lending Section	659.1 CLO(INT)Ed6.C1 (Browse shelf(Opens below))	S.X.U.K	1127	Available	M893
MBA - Masters on Business Administration	St. Xavier's University, Kolkata Lending Section	659.1 CLO(INT)Ed6.C2 (Browse shelf(Opens below))	S.X.U.K	1128	Available	M894
MBA - Masters on Business Administration	St. Xavier's University, Kolkata Lending Section	659.1 CLO(INT)Ed6.C3 (Browse shelf(Opens below))	S.X.U.K	1129	Available	M895
MBA Referance	St. Xavier's University, Kolkata Reference Section	R 659.1 CLO(INT)Ed6 (Browse shelf(Opens below))	S.X.U.K	1125	Not For Loan	UM266

Total holds: 0

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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

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