Integrated Advertising, Promotion, and Marketing Communications (3rd Edition)
Автор:Kenneth E. Clow, Donald E. Baack Год: 2006 Издание: [не указанo] Страниц: 544 ISBN: 0131866222 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.
