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Integrated advertising, promotion, a...

Clow, Kenneth E.

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Integrated advertising, promotion, and marketing communications /

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Integrated advertising, promotion, and marketing communications // Kenneth E. Clow, Donald Baack.
Author:	Clow, Kenneth E.
other author:	Baack, Donald.
Published:	Upper Saddle River, N.J. ;Pearson, : c2010.,
Description:	478 p. :ill. (chiefly col.) ;28 cm.
Notes:	Previous ed.: 2007.
Subject:	Advertising. -
ISBN:	0138157375 (pbk. : global ed.)

Integrated advertising, promotion, and marketing communications /
Clow, Kenneth E.

Integrated advertising, promotion, and marketing communications /Kenneth E. Clow, Donald Baack. - 4th ed., global ed. - Upper Saddle River, N.J. ;Pearson,c2010. - 478 p. :ill. (chiefly col.) ;28 cm.

Previous ed.: 2007.

Includes bibliographical references and indexes.

Integrated marketing communications --

Using a hands-on approach, this text shows students how to develop a complete integrated marketing communications programme.

ISBN: 0138157375 (pbk. : global ed.)Subjects--Topical Terms:

570176
Advertising.

LC Class. No.: HF5415.123 / .C58 2010

Dewey Class. No.: 659.1

Integrated advertising, promotion, and marketing communications /
LDR:01557cam a2200241Ma 4500 001 1881638
002 |a9780138157371 (pbk. : global ed.)
003 OCoLC
005 20130926212310.0
008 130927s2010 njua b 001 0 eng d
020 $a 0138157375 (pbk. : global ed.)
020 $a 9780138157371 (pbk. : global ed.)
035 $a 贈書-102年
040 $a EQO $c EQO $d NLGGC $d UKM $d DEBBG $d Y8N $d EUM $d CHRRO $d ZWZ $d KASET
050 # 4 $a HF5415.123 $b .C58 2010
082 0 4 $a 659.1 $2 22
100 1 $a Clow, Kenneth E. $3 1972628
245 1 0 $a Integrated advertising, promotion, and marketing communications / $c Kenneth E. Clow, Donald Baack.
250 $a 4th ed., global ed.
260 # $a Upper Saddle River, N.J. ; $a London : $b Pearson, $c c2010.
300 $a 478 p. : $b ill. (chiefly col.) ; $c 28 cm.
500 $a Previous ed.: 2007.
504 $a Includes bibliographical references and indexes.
505 0 # $t Integrated marketing communications -- $t Corporate image and brand management -- $t Buyer behaviors -- $t Promotions opportunity analysis -- $t Advertising management -- $t Advertising design : theoretical frameworks and types of appeals -- $t Advertising design : message strategies and executional frameworks -- $t Advertising media selection -- $t E-active marketing -- $t Alternative marketing -- $t Database and direct response marketing -- $t Sales promotions -- $t Public relations and sponsorship programs -- $t Regulations and ethical concerns -- $t Evaluating an integrated marketing program.
520 8 $a Using a hands-on approach, this text shows students how to develop a complete integrated marketing communications programme.
650 # 0 $a Advertising. $3 570176
650 # 0 $a Communication in marketing. $3 584906
650 1 7 $a Reclame. $2 gtt $3 1099031
650 # 7 $a communication $x marketing $x promotion des ventes $x publicité (commerce) $v manuel. $2 rero $3 1972630
650 # 7 $a Communication en marketing. $3 819587
650 # 7 $a Publicité. $2 ram $3 1972631
700 1 # $a Baack, Donald. $3 1972629