Integrated Advertising, Promotion, and Marketing Communications (3rd Edition)

Type

Book

Authors

Kenneth E. Clow

Donald E. Baack

ISBN 13

9780131866225

Tags

Advertising, Marketing

Description

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. - from Amzon

Number of Copies