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Integrated Advertising, Promotion, and Marketing Communications

ISBN-10: 0133126242
ISBN-13: 9780133126242
Edition: 6th 2014
List price: $240.20 Buy it from $17.16
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Description: Directed primarily toward undergraduate Marketing college/university majors, this text also provides practical content to current and aspiring industry professionals.  The carefully integrated approach of this text blends advertising, promotions,  More...

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Book details

List price: $240.20
Edition: 6th
Copyright year: 2014
Publisher: Pearson Education
Publication date: 2/4/2013
Binding: Paperback
Pages: 480
Size: 8.50" wide x 11.00" long x 0.50" tall
Weight: 2.310
Language: English

Directed primarily toward undergraduate Marketing college/university majors, this text also provides practical content to current and aspiring industry professionals.  The carefully integrated approach of this text blends advertising, promotions, and marketing communications together, providing readers with the information they need to understand the process and benefits of successful IMC campaigns. 0133131017 / 9780133131017 Integrated Advertising, Promotion, and Marketing Communications Plus NEW MyMarketingLab with Pearson eText -- Access Card PackagePackage consists of0133112934 / 9780133112931 NEW MyMarketingLab with Pearson eText -- Standalone Access Card --0133126242 / 9780133126242 Integrated Advertising, Promotion, and Marketing Communications 

Dr. Kenneth E. Clow is a professor of Marketing in the College of Business Administration at the University of Louisiana at Monroe. Previously, he served as the Dean for the University of North Carolina at Pembroke and as the MBA Director at Pittsburg State University. He obtained his PhD from the University of Arkansas in 1992. Dr. Clow has published over 220 articles in academic journals and proceedings and has written a number of books, including Integrated Advertising, Promotions, and Marketing Communications, 6th edition, Essentials of Marketing , 4th edition, Sports Marketing, and Marketing Management . His articles appear in journals such as Journal of Business Research, The Journal of Marketing Management, the Journal of Services Marketing, the Journal of Contemporary Business Issues, the Journal of Restaurant and Foodservices Marketing, Journal of Professional Services Marketing, Services Marketing Quarterly and The Journal of Hospitality and Leisure Marketing.

Donald Baack holds the rank of University Professor of Management at Pittsburg State University, where he has taught since 1988. He previously held positions at Southwest Missouri State University, Missouri Southern State College, and Dana College. Baack received his Ph.D. from the University of Nebraska in 1987. His primary area of study was Organization and Management Theory. Professor Baack is a Consulting Editor for the Journal of Managerial Issues and has published in the journal. He has also published in Human Relations, Journal of High Technology Management Research, Journal of Ministry Marketing and Management, Journal of Management Inquiry, Journal of Customer Service in Marketing, Journal of Professional Services Marketing, Journal of Global Awareness, Journal of Business Ethics, Journal of Euromarketing, Journal of Nonprofit and Public Sector Marketing , and the Journal of Advertising Research . Dr. Baack has authored Organizational Behavior (Dame), International Business (Glencoe/McGraw-Hill), Integrated Advertising, Promotion, and Marketing Communications (Prentice Hall, with co-author Kenneth D. Clow), and Marketing Management and Cases in Marketing Management (SAGE, also with Kenneth D. Clow). Clow and Baack also wrote the Concise Encyclopedia of Advertising (Haworth). Baack and his son Daniel W. Baack recently prepared a series of 10 modules entitled "Ethics Across the Curriculum" for Pearson Custom Publishing. He also published three popular press books in the area of romance/self help.

The IMC Foundation
Integrated Marketing Communications
Corporate Image and Brand Management
Buyer Behaviors
The IMC Planning Process
IMC Advertising Tools
Advertising Management
Advertising Design: Theoretical Frameworks and Types of Appeals
Advertising Design: Message Strategies and Executional Frameworks
IMC Media Tools
Traditional Media Channels
Digital Marketing
Alternative Marketing
IMC Promotional Tools
Database and Direct Response Marketing and Personal Selling
Sales Promotions
Public Relations and Sponsorship Programs
IMC Ethics, Regulation, and Evaluation
Regulations and Ethical Concerns
Evaluating an Integrated Marketing Program

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