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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.
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 (G
Content :
Brief Contents
Part 1 The IMC Foundation
I Integrated Marketing Communications
II Corporate Image and Brand Management
III Buyer Behaviors
IV The IMC Planning Process
Part 2 IMC Advertising Tools
V Advertising Management
VI Advertising Design: Theoretical Frameworks and Types of Appeals
VII Advertising Design: Message Strategies and Executional Frameworks
Part 3 IMC Media Tools
VIII Traditional Media Channels
IX Digital Marketing
X Alternative Marketing
IMC Promotional Tools
XI Database and Direct Response Marketing and Personal Selling
XII Sales Promotions
XIII Public Relations and Sponsorship Programs
Part 4 IMC Ethics, Regulation, and Evaluation
XIV Regulations and Ethical Concerns
XV Evaluating an Integrated Marketing Program
Endnotes
Name/Organization Index
Subject Index No other Books by the same author | |
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