Integrated Advertising, Promotion, and Marketing Communications, 8th edition

  • Kenneth E Clow
  • Donald E Baack

Pearson eText Integrated Advertising, Promotion, and Marketing Communications -- Instant Access

ISBN-13:  9780136878834

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Overview

Integrated Advertising, Promotion, and Marketing Communications discusses the importance of integrating all marketing communications and how to best connect with consumers.

Table of contents

Part I: The IMC Foundation
1. Integrated Marketing Communications
2. Brand Management
3. Buyer Behaviors
4. The IMC Planning Process

Part II: IMC Advertising Tools
5. Advertising Campaign Management
6. Advertising Design
7. Traditional Media Channels

Part III: Digital and Alternative Marketing
8. Digital Marketing
9. Social Media
10. Alternative Marketing

Part IV: IMC Promotional Tools
11. Database and Direct Response Marketing and Personal Selling
12. Sales Promotions
13. Public Relations and Sponsorship Programs

Part V: IMC Ethics, Regulation, and Evaluation
14. Relations and Ethical Concerns
15. Evaluating an Integrated Marketing Program

Published by Pearson (July 20th 2019) - Copyright © 2018

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