TY  - BOOK
AU  - "Clow, Kenneth E"
AU  - "Baack, Donald"
TI  - Integrated advertising promotion and marketing communications
SN  - 9788120333055
CY  - New Delhi
KW  - Advertising communication
KW  - Communication in marketing
N1  - includes index
N2  - "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"
ER  -