| 000 | 01708nam a22002177a 4500 | ||
|---|---|---|---|
| 999 |
_c5126 _d5126 |
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| 005 | 20201019135054.0 | ||
| 008 | 201019b xxu||||| |||| 00| 0 eng d | ||
| 020 |
_a9789332518377 _c839.00 |
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| 040 | _aS.X.U.K | ||
| 041 | _aEnglish | ||
| 082 |
_a659.1 _bCLO(INT)Ed6 |
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| 100 | _aClow, Kenneth E. | ||
| 245 |
_aIntegrated advertising, promotion, and marketing communication _cKenneth E. Clow, Donald E. Baack |
||
| 250 | _a6th ed. | ||
| 260 |
_aNoida _bPearson _c2015 |
||
| 300 |
_a455p _bPB. |
||
| 500 | _aTable 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 | ||
| 650 |
_aADVERTISING _aPUBLIC RELATION |
||
| 700 |
_4auth. _aBaack, Donald E. |
||
| 942 | _cMBA | ||