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Read/Download Integrated Advertising, Promotion, a

Read/Download Integrated Advertising, Promotion, a

Read online or Download Integrated Advertising, Promotion, and Marketing Communications / Edition 6 (Full PDF ebook with essay, research paper)
by Kenneth E. Clow , Donald E. Baack



Product Details

ISBN-13:
9780133126242
Publisher:
Prentice Hall
Publication date:
02/18/2013
Edition description:
Older Edition
Pages:
480
Sales rank:
105,943
Product dimensions:
8.40(w) x 10.70(h) x 0.80(d)

Overview

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.



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