Integrated Advertising, Promotion and Marketing Communications, Global Edition 8E - [FCO]

Author : Clow & Baack
Paperback : 512 pages
Publisher : Pearson - 8th edition edition (September 13, 2017)
Language : English
ISBN-10 : 1292222697
ISBN-13 : 978-1292222691
Torrent Contains : 7 Files
Course Source : https://www.amazon.com/Integrated-Advertising-Promotion-Marketing-Communications/dp/1292222697

From the preface: "Advertising, promotions, and communications remain integral components of marketing. For marketing majors, understanding how companies effectively communicate and interact with customers and potential customers creates the foundation they need to develop effective marketing skills. This will help our readers succeed in their marketing careers.

"If your students are not marketing majors, consider all of the marketing communications around them. Any company or organization they work for will be involved in marketing its products or services. Knowing how marketing communications are developed constitutes valuable knowledge. It helps them recognize the methods used by the people in the marketing departments where they will work and provides them with better information to function as consumers."

What's new in the eighth edition :

• Increased emphasis on social media
• Updating of digital media chapter
• New opening vignettes and cases
• New advertisements
• Updated examples
• Active blog (blogclowbaack.net)

Contents: Preface

Part One: The IMC Foundation
• Integrated Marketing Communications
• Brand Management
• Buyer Behaviors
• The IMC Planning Process

Part Two: IMC Advertising Tools
• Advertising Campaign Management
• Advertising Design
• Traditional Media Channels

Part Three: Digital and Alternative Marketing
• Digital Marketing
• Social Media
• Alternative Marketing

Part Four: IMC Promotional Tools
• Database and Direct Response Marketing and Personal Selling
• Sales Promotions
• Public Relations and Sponsorship Programs

Part Five: IMC Ethics, Regulation, and Evaluation
• Regulations and Ethical Concerns
• Evaluating an Integrated Marketing Program.

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