TY  - BOOK
AU  - Clow,Kenneth E.
AU  - Baack,Donald
TI  - Integrated advertising, promotion, and marketing communications
SN  - 9781292093635 (pbk.) 
U1  - 659.1 22
PY  - 2016///
CY  - Harlow, Essex
PB  - Pearson Education Limited
KW  - Communication in marketing
KW  - BUEsh
KW  - Advertising
KW  - BUSADM
KW  - November2016
N1  - Indexes : p. 481-496; Bibliography : p. 465-480
N2  - pt. I. THE IMC FOUNDATION :1. Integrated Marketing Communications -- 2. Brand Management -- 3. Buyer Behaviors -- 4. The IMC Planning Process -- pt. II. IMC ADVERTISING TOOLS: 5. Advertising Campaign Management -- 6. Advertising Design -- 7. Traditional Media Channels -- pt. III. DIGITAL AND ALTERNATIVE MARKETING: 8. Digital Marketing -- 9. Social Media -- 10. Alternative Marketing -- pt. IV. IMC PROMOTIONAL TOOLS: 11. Database and Direct Response Marketing and Personal Selling -- 12. Sales Promotion -- 13. Public Relations and Sponsorship Programs -- pt. V. IMG ETHICS, REGULATION, AND EVALUATION: 14. Relations and Ethical Concerns -- 15. Evaluating an Integrated Marketing Program
UR  - www.pearsonmylab.com
ER  -