Integrated Advertising, Promotion and Marketing Communications 6e PGE - Clow, Kenneth E.

Integrated Advertising, Promotion and Marketing Communications 6e PGE

Kenneth E. Clow

Yayınevi: Pearson Education

Yayın tarihi: 04/2013

ISBN: 9780273786986

Yazar : Donald Baack

İngilizce | 480 Sayfa | Büyük boy  |  21,59x26,9x1,6 cm.

Tür: İşletme-Pazarlama

  • Temin Süresi 30 - 45 iş günü

  • ÜYE GİRİŞİ YAPIN

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Table of Contents 

Part I. The IMC Foundation

1. Integrated Marketing Communications

2. Corporate Image and Brand Management

3. Buyer Behaviors

4. The IMC Planning Process

Part II. IMC Advertising Tools

5. Advertising Management

6. Advertising Design: Theoretical Frameworks and Types of Appeals

7. Advertising Design: Message Strategies and Executional Frameworks

Part III. IMC Media Tools

8. Traditional Media Channels

9. Digital Marketing

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. Regulations and Ethical Concerns

15. Evaluating an Integrated Marketing Program

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