Integrated Advertising, Promotion, And Marketing Communications (3rd Edition)

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Brand: Prentice Hall
SKU: DADAX0131866222
ISBN : 0131866222

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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.

Author : Kenneth E. Clow
ISBN : 0131866222
Language : English
No of Pages : 544
Edition : 3
Publication Date : 4/1/2006
Format/Binding : Paperback
Book dimensions : 10.8x8.5x0.8
Book weight : 0.02

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