Integrated advertising, promotion & marketing communications /

By:

Clow, Kenneth E

Contributor(s):

Baack, Donald

Material type: Text

TextPublication details: Upper Saddle River, N.J. : Pearson Prentice Hall, �2004.Edition: 2nd edDescription: xxvii, 538 pages : illustrations ; 28 cmISBN:

9780131405462

Other title:

Integrated advertising, promotion, and marketing communications

Subject(s):

Additional physical formats: Online version:: Integrated advertising, promotion & marketing communications.DDC classification:

659.1

LOC classification:

HF5415.123 .C58 2004

Subject: This volume takes a broader approach than Advertising or Promotions surveys and gives readers an "integrated" learning experience by incorporating Internet exercises and a Building an IMC Campaign project, with free Advertising Plan Pro software in every copy. The volume addresses integrated marketing communications, corporate image and brand management, consumer buyer behavior, business-to-business buyer behavior, promotions opportunity analysis, advertising management, advertising design, both theoretical and executional frameworks, IMC promotional tools and integration tools. For marketing professionals and ad agency account executives.

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Holdings
Item type	Current library	Collection	Call number	Status	Barcode
Books	Botho University Botswana Open Shelves	Faculty Business & Accounting	659.1 CLO (Browse shelf(Opens below))	Available	NIIT02498
Books	Botho University Botswana Open Shelves	Faculty Business & Accounting	659.1 CLO (Browse shelf(Opens below))	Available	BC-LIB02494
Books	Botho University Botswana Open Shelves	Faculty Business & Accounting	659.1 CLO (Browse shelf(Opens below))	Available	NIIT02493
Books	Botho University Botswana Open Shelves	Faculty Business & Accounting	659.1 CLO (Browse shelf(Opens below))	Available	BC-LIB02489
Books	Botho University Botswana Open Shelves	Faculty Business & Accounting	659.1 CLO (Browse shelf(Opens below))	Available	BC-LIB02491

Includes bibliographical references and indexes.

This volume takes a broader approach than Advertising or Promotions surveys and gives readers an "integrated" learning experience by incorporating Internet exercises and a Building an IMC Campaign project, with free Advertising Plan Pro software in every copy. The volume addresses integrated marketing communications, corporate image and brand management, consumer buyer behavior, business-to-business buyer behavior, promotions opportunity analysis, advertising management, advertising design, both theoretical and executional frameworks, IMC promotional tools and integration tools. For marketing professionals and ad agency account executives.

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