Integrated Advertising, Promotion, and Marketing Communications, Global Edition
Autor Kenneth Clow, Donald Baacken Limba Engleză Paperback – 28 iul 2021
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Specificații
ISBN-13: 9781292411217
ISBN-10: 129241121X
Pagini: 472
Dimensiuni: 214 x 275 x 19 mm
Greutate: 0.98 kg
Ediția:9. Auflage
Editura: Pearson
ISBN-10: 129241121X
Pagini: 472
Dimensiuni: 214 x 275 x 19 mm
Greutate: 0.98 kg
Ediția:9. Auflage
Editura: Pearson
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Cuprins
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. Digitaland Mobile 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
PART II: IMC ADVERTISING TOOLS 5. Advertising Campaign Management 6. Advertising Design 7. Traditional Media Channels
PART III: DIGITAL AND ALTERNATIVE MARKETING 8. Digitaland Mobile 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