TY  - BOOK
AU  - Clow, Kenneth E.
AU  - Baack, Donald E.
TI  - Integrated advertising, promotion, and marketing communication
SN  - 9789332518377
U1  - 659.1 
PY  - 2015///
CY  - Noida
PB  - Pearson
KW  - ADVERTISING
KW  - PUBLIC RELATION
N1  - 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
ER  -