Integrated Advertising, Promotion, and Marketing Communications, Second Edition
Editorial Reviews
Book Info
Provides a strong foundation in the basic principles of advertising and promotion and gives readers an integrated learning experience. It incorporates Internet exercises and a Building an IMC Campaign project, with free Advertising Plan Pro software in every copy.
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From the Back Cover
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.
Integrated Advertising, Promotion, and Marketing Communications, Second Edition,Kenneth E. Clow,Donald Baack,Prentice Hall,0131405462,Advertising,Advertising & Promotion,Business & Economics,Business / Economics / Finance,Business/Economics,Communication in marketing,Marketing - General,Marketing Management
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