Kenneth E Clow, Donald E Baack

Integrated Advertising, Promotion, and Marketing Communications, Global Edition (eBook, PDF)

• Format: PDF

Produktbeschreibung

For courses in advertising.

A study of integrated marketingcommunications taught through real-life application

Integrated Advertising, Promotion, and Marketing Communications, 9thEdition speaks to an evolved definition of integrated marketing andteaches students how to effectively communicate in the business world. Itchampions the importance of weaving together all marketing activities into oneclear message and voice, and helps students understand how communications areproduced and transmitted. The text explores advertising and promotions, and theroles of social media, mobile messaging, and other marketing tactics toeffectively reach consumers. With added tools to help learners apply conceptsto real-life situations, students will understand the vital links marketersuse to connect and interact with customers.

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Produktdetails

• Verlag: Pearson ITP
• Erscheinungstermin: 13. Juli 2021
• Englisch
• ISBN-13: 9781292411347
• Artikelnr.: 62245680

Autorenporträt

Kenneth E. Clow held the rank of Emeritus Professor at the University of Louisiana at Monroe. He previously served at that institution as the Biedenharn Endowed Chair of Business and Dean of the College of Business. Before that time he had been the Dean of the College of Business at the University of North Carolina at Pembroke and the MBA Director at Pittsburg State University. Clow received his PhD from the University of Arkansas. During his career he published 12 additional textbooks, including several with Don Baack, and more than 200 academic journal and conference proceedings articles. Prior to that time he owned and operated a commercial cleaning service in Joplin, Missouri and Fayetteville, Arkansas, which had become one of the largest cleaning services in Southwest Arkansas. Clow passed away in late 2018.

Donald Baack is a University Professor at Pittsburg (Kansas) State University and has been on the faculty since 1988. He holds an undergraduate degree from Dana College, an MBA from Southwest Missouri State University, and a PhD from the University of Nebraska. He is the author or co-author of 16 additional books, 3 of which are for the general public. His other textbooks include Marketing Management: A Customer Oriented Approach (Sage), Cases in Marketing Management (Sage), and The Concise Encyclopedia of Advertising (Haworth) with Ken Clow, and International Marketing (Sage) with Daniel Baack and Barbara Czarnecka. Baack has written over 100 professional journal articles and conference papers, and he previously served as consulting editor for Pittsburg State's Journal of Managerial Issues. Baack worked collaboratively with Ken Clow on numerous projects for more than 25 years.

Inhaltsangabe

PART 1: THE IMC FOUNDATION
1. Integrated Marketing Communications
2. Brand Management
3. Buyer Behaviors
4. The IMC Planning Process
PART 2: IMC ADVERTISING TOOLS
1. Advertising Campaign Management
2. Advertising Design
3. Traditional Media Channels
PART 3: DIGITAL AND ALTERNATIVE MARKETING
4. Digital and Mobile Marketing
5. Social Media
6. Alternative Marketing
PART 4: IMC PROMOTIONAL TOOLS
7. Database and Direct Response Marketing and Personal Selling
8. Sales Promotions
9. Public Relations and Sponsorship Programs
PART 5: IMC ETHICS, REGULATION, AND EVALUATION
10. Relations and Ethical Concerns
11. Evaluating an Integrated Marketing Program