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Integrated Advertising, Promotion, and Marketing Communications by Kenneth E. Clow and Donald E. Baack (2014, Trade Paperback)
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As marketing has evolved to include more stealth approaches, so has the text. To help students retain ideas, each chapter includes tools that allow them to apply concepts to real-life situations. Plus, with MyMarketingLab, students have access to interactive tools to help guide them through the entire promotional process.
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Product Identifiers
PublisherPearson Education
ISBN-100133866335
ISBN-139780133866339
eBay Product ID (ePID)208773053
Product Key Features
Number of Pages512 Pages
LanguageEnglish
Publication NameIntegrated Advertising, Promotion, and Marketing Communications
SubjectMarketing / General, Advertising & Promotion
Publication Year2014
TypeTextbook
Subject AreaBusiness & Economics
AuthorKenneth E. Clow, Donald E. Baack
FormatTrade Paperback
Dimensions
Item Height1.2 in
Item Weight35.8 Oz
Item Length10.8 in
Item Width8.5 in
Additional Product Features
Edition Number7
Intended AudienceCollege Audience
Dewey Edition23
Dewey Decimal659.1
Table Of ContentPart One THE IMC FOUNDATION 1. Integrated Marketing Communications 2. Brand Management 3. Buyer Behaviors 4. The IMC Planning Process Part Two IMC ADVERTISING TOOLS 5. Advertising Campaign Management 6. Advertising Design 7. Traditional Media Channels Part Three IMC MEDIA TOOLS 8. Digital and Alternative 9. Social Media 10. Alternative Marketing Part Four IMC PROMOTIONAL TOOL 11. Database and Direct Response Marketing and Personal Selling 12. Sales Promotion 13. Public Relations and Sponsorship Programs Part Five IMG ETHICS, REGULATION, AND EVALUATION 14. Relations and Ethical Concerns 15. Evaluating an Integrated Marketing Program
SynopsisNOTE: You are purchasing a standalone product; MyMarketingLab does not come packaged with this content. If you would like to purchase both the physical text and MyMarketingLab search for ISBN-10: 0133973115/ISBN-13: 9780133973112 . That package includes ISBN-10: 0133866335/ISBN-13: 9780133866339 and ISBN-10: 0133866971/ISBN-13: 9780133866971. A Modern Guide to Integrated Marketing Communications I ntegrated Advertising, Promotion, and Marketing Communications speaks to an evolved definition of integrated marketing and teaches students (of marketing or otherwise) how to effectively communicate in the business world. This text covers advertising and promotions, but also the role of social media, blogs, mobile messaging, and other marketing tactics. As marketing has evolved to include more stealth approaches, so has the text. To help students retain ideas, each chapter includes tools that allow them to apply concepts to real-life situations. The new Seventh Edition includes end-of-chapter blog exercises; links to articles, videos and social media; and new interviews with advertising professionals. Plus, with MyMarketingLab, students have access to interactive tools to help guide them through the entire promotional process. Also available with MyMarketingLab MyMarketingLab is an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study plan that helps them better absorb course material and understand difficult concepts.
LC Classification NumberHF5415.123.C58 2015
