Integrated Advertising, Promotion, and Marketing Communications, Global Edition

Kenneth Clow, Donald Baack (Autoren)

Buch | Softcover

472 Seiten

2021 | 9th edition
Pearson Education Limited (Verlag)
978-1-292-41121-7 (ISBN)

Infos

Integrated Advertising, Promotion, and Marketing Communications, 9th Edition speaks to an evolved definition of integrated marketing and teaches students how to effectively communicate in the business world. It champions the importance of weaving together all marketing activities into one clear message and voice, and helps students understand how communications are produced and transmitted. The text explores advertising and promotions, and the roles of social media, mobile messaging, and other marketing tactics to effectively reach consumers. With added tools to help learners apply concepts to real-­life situations, students will understand the vital links marketers use to connect and interact with customers.

MyLab® Marketing is not included. Students, if Pearson MyLab Marketing is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN. Pearson MyLab Marketing should only be purchased when required by an instructor. Instructors, contact your Pearson representative for more information.

Autor

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.

Inhalt

PART 1: THE IMC FOUNDATION

Integrated Marketing Communications
Brand Management
Buyer Behaviors
The IMC Planning Process

PART 2: IMC ADVERTISING TOOLS

Advertising Campaign Management
Advertising Design
Traditional Media Channels

PART 3: DIGITAL AND ALTERNATIVE MARKETING

Digital and Mobile Marketing
Social Media
Alternative Marketing

PART 4: IMC PROMOTIONAL TOOLS

Database and Direct Response Marketing and Personal Selling
Sales Promotions
Public Relations and Sponsorship Programs

PART 5: IMC ETHICS, REGULATION, AND EVALUATION

Relations and Ethical Concerns
Evaluating an Integrated Marketing Program

Produkt-Details

• Erscheinungsdatum: 02.08.2021
• Verlagsort: Harlow
• Sprache: englisch
• Maße: 216 x 277 mm
• Gewicht: 980 g
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• ISBN-10: 1-292-41121-X / 129241121X
• ISBN-13: 978-1-292-41121-7 / 9781292411217
• Zustand: Neuware