Integrated Advertising, Promotion, and Marketing Communications 9E By Kenneth E Clow 9781292411217

Table Of Content 

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