Clow, Kenneth E. <br/><br/>
Integrated advertising, promotion, and marketing communication 
Kenneth E. Clow, Donald E. Baack 
 - 6th ed. 
 - Noida  Pearson  2015 
 - 455p  PB. 
<br/><br/> Table of Contents:<br/><br/>1. Integrated Marketing Communications                      1                  <br/>2.Corporate Image and Brand Management               25<br/>3.Buyer Behaviors                                                       55<br/>4.The IMC Planning Process                                      89<br/>5. Advertising Management                                        123<br/>6. Advertising Design- Theoretical Framework and Types of Appeals       155<br/>7. Advertising Design- Message Strategies and Execution Framework                                   189<br/>8. Traditional Media Channels     223<br/>9.Digital Marketing                       259<br/>10. Database and Direct Response Marketing and Personal Selling                                              293<br/>11.Sales Promotion                          325<br/>12. Public Relation and Sponsorship Program               355<br/>13. Regulation and Ethical Concerns                              385<br/>14. Evaluation ad Integrated Marketing  Program           415<br/><br/>Includes Index                                                                  445            
<br/><br/><label>ISBN: </label>9789332518377  839.00 
<br/><br/><label>Subjects--Topical Terms: </label><br/>ADVERTISING<br/>PUBLIC RELATION
<br/><br/><label>Dewey Class. No.: </label>659.1  / CLO(INT)Ed6