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Integrated advertising, promotion, and marketing communications / Kenneth E. Clow, Donald Baack

Main Author Clow, Kenneth E. Coauthor Baack, Donald Edition 8th ed. Publication Harlow : Pearson Education, 2018 Description 508 p. ISBN 978-1-292-22269-1 Abstract The 8th Edition includes extensive analysis of social media, Internet blogs, and mobile helping students understand the vital links marketers use to connect with consumers. Pearson MyLab Marketing not included. Students, if MyLab is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN and course ID. MyLab should only be purchased when required by an instructor. Instructors, contact your Pearson rep for more information.MyLab is an online homework, tutorial, and assessment product designed to personalize learning and improve results. With a wide range of interactive, engaging, and assignable activities, students are encouraged to actively learn and retain tough course concepts Topical name Marketing
Marketing - Comunicação
Marketing - Comunicação integrada
CDU 658.8:659.3
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Holdings
Item type Current location Call number Status Date due Barcode Item holds
Book Biblioteca IADE-UE
658.8:659.3 CLO Available IA14166
Book Biblioteca IPAM Porto
658.8:659.3 CLO 10902 Available 10902
Total holds: 0

PART 1
The IMC Foundation

1- Integrated Marketing Communications
2- Brand Management
3- Buyer Behaviors
4- The IMC planning process

PART 2
IMC Advertising tools

5- Advertising campaign management
6- Advertising design
7- Traditional media channels

PART 3
Digital and alternative marketing

8- Digital Marketing
9- Social Media
10- Alternative Marketing

PART 4
IMC Promotional tools

11- Database and direct response marketing and personal selling
12- Sales promotions
13- Public relations and sponsorship programs

PART 5
IMC Ethics, regulation, and evaluation

14- Regulations and ethical concerns
15- Evaluating and integrated marketing program

The 8th Edition includes extensive analysis of social media, Internet blogs, and mobile helping students understand the vital links marketers use to connect with consumers. Pearson MyLab Marketing not included. Students, if MyLab is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN and course ID. MyLab should only be purchased when required by an instructor. Instructors, contact your Pearson rep for more information.MyLab is an online homework, tutorial, and assessment product designed to personalize learning and improve results. With a wide range of interactive, engaging, and assignable activities, students are encouraged to actively learn and retain tough course concepts

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