Clow, Kenneth E.
Integrated advertising, promotion, and marketing communications / Kenneth E. Clow and Donald Baack. - Fifth Edition. - Upper Saddle River, New Jersey : Prentice Hall, c2012. - 463 pages : illustrations ;
Contents: Part 1 The IMC foundation -- Part 2 IMC advertising tools -- Part 3 IMC media tools -- Part 4 IMC promotional tools -- Part 5 IMC ethics, regulation, and evaluation
English
9789810696573 [newsprint]
Communication in marketing.
Advertising.
Integrated advertising, promotion, and marketing communications / Kenneth E. Clow and Donald Baack. - Fifth Edition. - Upper Saddle River, New Jersey : Prentice Hall, c2012. - 463 pages : illustrations ;
Contents: Part 1 The IMC foundation -- Part 2 IMC advertising tools -- Part 3 IMC media tools -- Part 4 IMC promotional tools -- Part 5 IMC ethics, regulation, and evaluation
English
9789810696573 [newsprint]
Communication in marketing.
Advertising.