Integrated Advertising, Promotion, and Marketing Communications (3rd Edition)
This volume takes a broader approach than Advertising or Promotions surveys and gives readers an integrated learning experience by incorporating Internet exercises and a Building an IMC Campaign project, with free Advertising Plan Pro software in every copy. The volume addresses integrated marketing communications, corporate image and brand management, consumer buyer behavior, business-to-business buyer behavior, promotions opportunity analysis, advertising management, advertising design, both theoretical and executional frameworks, IMC promotional tools and integration tools. For marketing professionals and ad agency account executives.
Specifications of Integrated Advertising, Promotion, and Marketing Communications (3rd Edition)
|Author||Kenneth E. Clow, Donald E. Baack|
|Number Of Pages||544|
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