Integrated Advertising, Promotion, and Marketing Communications, Global Edition Kenneth Clow

Integrated Advertising, Promotion, and Marketing Communications, Global Edition – Ebook Instant Download/Delivery ISBN(s): 9781292411217,129241121X

Product details:

• ISBN-10 ‏ : ‎ 129241121X
• ISBN-13 ‏ : ‎ 978-1292411217
• Author: Kenneth Clow, Donald Baack

A study of integrated marketing communications taught through real-life application

Integrated Advertising, Promotion, and Marketing Communications, 9th Edition speaks to an evolved definition of integrated marketing and teaches students how to effectively communicate in the business world. It champions the importance of weaving together all marketing activities into one clear message and voice, and helps students understand how communications are produced and transmitted. The text explores advertising and promotions, and the roles of social media, mobile messaging, and other marketing tactics to effectively reach consumers. With added tools to help learners apply concepts to real-­life situations, students will understand the vital links marketers use to connect and interact with customers.

Table contents:

Part 1: The IMC Foundation

Chapter 1: Integrated Marketing Communications

Chapter 2: Brand Management

Chapter 3: Buyer Behaviors

Chapter 4: The IMC Planning Process

Chapter 5: Advertising Campaign Management

Chapter 6: Advertising Design

Chapter 7: Traditional Media Channels

Chapter 8: Digital and Mobile Marketing

Chapter 9: Social Media

Chapter 10: Alternative Marketing

Part 4: IMC Promotional Tools

Chapter 11: Database and Direct Response Marketing and Personal Selling

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