Integrated advertising promotion and marketing communications
"Clow, Kenneth E"
Integrated advertising promotion and marketing communications - 3 - New Delhi Prentice Hall Of India c2007 - "xix,515p. : ill. ;28cm."
includes index
"Part 1 : The IMC foundation -- integrated marketing communications -- corporate image and brand management -- buyer behaviors -- promotions opportunity analysis -- Part 2 : advertising management -- advertising design : theoretical frameworks and types of appeals -- advertising design : message strategies and executional frameworks -- advertising media selection -- Part 3 : IMC promotional tools -- trade promotions -- consumer promotions -- personal selling, database marketing, and customer relationship management -- public relations, sponsorship programs, and regulations -- Part 4 : IMC integration tools -- internet marketing -- IMC for small businesses and entrepreneurial ventures -- evaluating an integrated marketing program"
9788120333055
Advertising communication
Communication in marketing
Integrated advertising promotion and marketing communications - 3 - New Delhi Prentice Hall Of India c2007 - "xix,515p. : ill. ;28cm."
includes index
"Part 1 : The IMC foundation -- integrated marketing communications -- corporate image and brand management -- buyer behaviors -- promotions opportunity analysis -- Part 2 : advertising management -- advertising design : theoretical frameworks and types of appeals -- advertising design : message strategies and executional frameworks -- advertising media selection -- Part 3 : IMC promotional tools -- trade promotions -- consumer promotions -- personal selling, database marketing, and customer relationship management -- public relations, sponsorship programs, and regulations -- Part 4 : IMC integration tools -- internet marketing -- IMC for small businesses and entrepreneurial ventures -- evaluating an integrated marketing program"
9788120333055
Advertising communication
Communication in marketing