Integrated Advertising, Promotion, and Marketing Communications, Global Edition 9th Edition by Kenneth Clow (Author), Donald Baack (Author)

Integrated Advertising, Promotion, and Marketing Communications, Global Edition 9th Edition

A study of integrated marketing communications taught through real-life application

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.

TABLE OF CONTENTS:

PART 1: THE IMC FOUNDATION

1. Integrated Marketing Communications
2. Brand Management
3. Buyer Behaviors
4. The IMC Planning Process

PART 2: IMC ADVERTISING TOOLS

5. Advertising Campaign Management
6. Advertising Design
7. Traditional Media Channels

PART 3: DIGITAL AND ALTERNATIVE MARKETING

8. Digital and Mobile Marketing
9. Social Media
10. Alternative Marketing

PART 4: IMC PROMOTIONAL TOOLS

11. Database and Direct Response Marketing and Personal Selling
12. Sales Promotions
13. Public Relations and Sponsorship Programs

PART 5: IMC ETHICS, REGULATION, AND EVALUATION

14. Relations and Ethical Concerns
15. Evaluating an Integrated Marketing Program

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Writer                 ✤    Kenneth Clow (Author), Donald Baack (Author)