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Integrated Advertising, Promotion, and Marketing Communications, 3rd Edition

By Kenneth E. Clow, Donald E. Baack

ISBN-10: 0-13-186622-2

ISBN-13: 978-0-13-186622-5What's this?

Published by Prentice Hall

© 2007

Pub. Date: Mar 22, 2006

Format: Paper

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IMC PlanPro Handbook featuring IMC PlanPro Software, 3rd Edition

ISBN-10: 0-13-199812-9

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Table of Contents

PART I     THE IMC FOUNDATION

        1.     Integrated Marketing Communications

        2.     Corporate Image and Brand Management

        3.     Buyer Behaviors

        4.     Promotions Opportunity Analysis

 

PART II    IMC ADVERTISING TOOLS

        5.     Advertising Management

        6.     Advertising Design:  Theoretical Frameworks and Types of Appeals

        7.     Advertising Design:  Message Strategies and Executional Frameworks

        8.     Advertising Media Selection

 

PART III  IMC PROMTIONAL TOOLS

        9.     Trade Promotions

        10.   Consumer Promotions

        11.   Personal Selling, Database Marketing, and Customer Relationship Management

        12.   Public Relations, Sponsorship Programs, and Regulations

 

PART IV   IMC INTEGRATION TOOLS

        13.   Internet Marketing

        14.   IMC for Small Businesses and Entrepreneurial Ventures

        15.   Evaluating an Integrated Marketing Program

 

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Package ISBN-13: 9780131591349

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This package contains:

  • Integrated Advertising, Promotion, and Marketing Communications, 3rd Edition
    Kenneth E. Clow, Donald E. Baack | ©2007 | Paper; 544 pages
  • DK Essentials Managers: Making Presentations
    DK Publishing | ©2002 | Paper

Package ISBN-13: 9780136068266

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This package contains:

  • Integrated Advertising, Promotion, and Marketing Communications, 3rd Edition
    Kenneth E. Clow, Donald E. Baack | ©2007 | Paper; 544 pages
  • Marketing Plan Handbook and Marketing Plan Pro, 2nd Edition
    Marian Burk Wood | ©2005 | Paper Bound w/CD-ROM; 216 pages

Package ISBN-13: 9780132249584

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This package contains:

  • Integrated Advertising, Promotion, and Marketing Communications, 3rd Edition
    Kenneth E. Clow, Donald E. Baack | ©2007 | Paper; 544 pages
  • IMC PlanPro Handbook featuring IMC PlanPro Software, 3rd Edition
    Kenneth E. Clow | ©2007 | Kit/Package/ShrinkWrap

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