(eBook PDF) Integrated Advertising, Promotion, and Marketing Communications, Global Edition 11th – Digital Ebook – Instant Delivery Download

Product details:

• ISBN-10 ‏ : ‎ 1292222697
• ISBN-13 ‏ : ‎ 978-1292222691
• Author: Kenneth Clow (Author), Donald Baack (Author)

Integrated Advertising, Promotion, and Marketing Communications speaks to an evolved definition of integrated marketing and teaches students how to effectively communicate in the business world. It champions the importance of integrating all marketing communications and helps students understand how communications are produced and transmitted.

Table contents:

Part I: The IMC Foundation

1. Integrated Marketing Communications

2. Brand Management

3. Buyer Behaviors

4. The IMC Planning Process

 

Part II: IMC Advertising Tools

5. Advertising Campaign Management

6. Advertising Design

7. Traditional Media Channels

 

Part III: Digital and Alternative Marketing

8. Digital Marketing

9. Social Media

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. Relations and Ethical Concerns

15. Evaluating an Integrated Marketing Program

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