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Integrated advertising, promotion, and marketing communications / Kenneth, E. Clow and Donald Baack

By: Contributor(s): Material type: TextTextPublication details: Harlow : Pearson, c 2022.Edition: 9th ed. Global EditionDescription: 469 p. : col. ill.; 28 cmISBN:
  • 9781292411217
  • 9781292411200
  • 129241121X
Subject(s): DDC classification:
  • 659.1 CLO
Contents:
PART 1: THE IMC FOUNDATION :Integrated Marketing Communications Brand Management Buyer Behaviors The IMC Planning Process PART 2: IMC ADVERTISING TOOLSA : dvertising Campaign Management Advertising Design Traditional Media Channels PART 3: DIGITAL AND ALTERNATIVE MARKETING : Digital and Mobile Marketing Social Media Alternative Marketing PART 4: IMC PROMOTIONAL TOOLS : Database and Direct Response Marketing and Personal Selling Sales Promotions Public Relations and Sponsorship Programs PART 5: IMC ETHICS, REGULATION, AND EVALUATION :Relations and Ethical Concerns Evaluating an Integrated Marketing Program
Summary: Integrated Advertising, Promotion, and Marketing Communications, 9th Edition speaks to an evolved definition of integrated marketing and teaches students how to effectively communicate in the business world. It champions the importance of weaving together all marketing activities into one clear message and voice, and helps students understand how communications are produced and transmitted. The text explores advertising and promotions, and the roles of social media, mobile messaging, and other marketing tactics to effectively reach consumers. With added tools to help learners apply concepts to real-­life situations, students will understand the vital links marketers use to connect and interact with customers."
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Holdings
Item type Current library Home library Call number Copy number Status Barcode
Book Mzumbe University Main Campus Library Mzumbe University Main Campus Library 659.1 CLO (Browse shelf(Opens below)) 4 Available 0087726
Book Mzumbe University Tanga Campus College Mzumbe University Tanga Campus College 659.1 CLO (Browse shelf(Opens below)) 1 Available TCC0087373
Book Mzumbe University Tanga Campus College Mzumbe University Tanga Campus College 659.1 CLO (Browse shelf(Opens below)) 2 Available TCC0087374
Book Mzumbe University Tanga Campus College Mzumbe University Tanga Campus College 659.1 CLO (Browse shelf(Opens below)) 3 Available TCC0087375
Total holds: 0

Includes references and index p. 435 - 469.

PART 1: THE IMC FOUNDATION :Integrated Marketing Communications
Brand Management
Buyer Behaviors
The IMC Planning Process
PART 2: IMC ADVERTISING TOOLSA : dvertising Campaign Management
Advertising Design
Traditional Media Channels
PART 3: DIGITAL AND ALTERNATIVE MARKETING : Digital and Mobile Marketing
Social Media
Alternative Marketing
PART 4: IMC PROMOTIONAL TOOLS : Database and Direct Response Marketing and Personal Selling
Sales Promotions
Public Relations and Sponsorship Programs
PART 5: IMC ETHICS, REGULATION, AND EVALUATION :Relations and Ethical Concerns
Evaluating an Integrated Marketing Program

Integrated Advertising, Promotion, and Marketing Communications, 9th Edition speaks to an evolved definition of integrated marketing and teaches students how to effectively communicate in the business world. It champions the importance of weaving together all marketing activities into one clear message and voice, and helps students understand how communications are produced and transmitted. The text explores advertising and promotions, and the roles of social media, mobile messaging, and other marketing tactics to effectively reach consumers. With added tools to help learners apply concepts to real-­life situations, students will understand the vital links marketers use to connect and interact with customers."

eng.

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