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Disponibilidad: En existencia
ISBN: 9781292222752
Precio sin IVA:
$860.00

Edición: 8
Copyright: 2018
Páginas: 512

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Integrated Advertising, Promotion, and Marketing Communications


By Kenneth E. Clow, Donald Baack

Descripción: 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. We continue to refine Integrated Advertising, Promotion, and Marketing Communications, in part, to help students understand the importance of integrating all marketing communications (IMC) and how they are produced and transmitted. When the first edition was written, most marketing communication textbooks focused primarily on advertising. As your students know from their everyday experiences and the courses they have taken in college, marketing communications incorporates much more. It includes promotions, such as coupons, price discounts, and contests. Marketing has expanded to extensive use of social media, internet blogs, customer product reviews, messages delivered to mobile phones, and other programs, such as buzz marketing and stealth marketing. These venues create vital links to effectively reach consumers. These should be carefully integrated into one clear message and voice for customers to hear and see.


Contenido:
Part One THE IMC FOUNDATION 22
1 Integrated Marketing Communications 22
2 Brand Management 42
3 Buyer Behaviors 74
4 The IMC Planning Process 110
Part Two IMC ADVERTISING TOOLS 142
5 Advertising Campaign Management 142
6 Advertising Design 174
7 Traditional Media Channels 208
Part Three DIGITAL AND ALTERNATIVE
MARKETING 242
8 Digital Marketing 242
9 Social Media 274
10 Alternative Marketing 300
Part Four IMC PROMOTIONAL TOOLS 328
11 Database and Direct Response Marketing
and Personal Selling 328
12 Sales Promotions 358
13 Public Relations and Sponsorship Programs 386
Part Five IMC ETHICS, REGULATION,
AND EVALUATION 414
14 Regulations and Ethical Concerns 414
15 Evaluating an Integrated Marketing Program 440