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00000cam a2200000 7i4500 |
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20110116093000.0 |
| 008 |
100725s2010 nju eng |
| 020 |
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|a 0136079423 (pbk.)
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| 020 |
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|a 9780736019422 (pbk.)
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| 090 |
0 |
0 |
|a HF5415.123
|b .C58 2010
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| 100 |
1 |
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|a Clow, Kenneth E. ,
|e author
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| 245 |
1 |
2 |
|a Intergrated advertising, promotion and marketing communications
|c Kenneth E. Clow and Donald Baack
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| 250 |
|
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|a 4th ed.
|
| 260 |
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|a Upper Saddle River, N.J. :
|b Prentice Hall ,
|c c2010
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| 300 |
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|a xxi, 454 p. :
|b ill. (chiefly col.) ;
|c 28 cm.
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| 504 |
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|a Includes bibliographical references and index
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| 505 |
0 |
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|a 1. IIntegrated marketing communications -- 2. Corporate image and brand management -- 3. Buyer behaviors -- 4. Promotions opportunity analysis -- 5. Advertising tools -- 6. Advertising design: theoretical frameworks and types of appeals -- 7. Advertising design: message strategies and executional frameworks -- 8. Traditional media channels -- 9. E-active marketing -- 10. Alternative marketing -- 11. Database and direct response marketing -- 12. Sales promotions -- 13. Public relations and sponsorship programs -- 14. Regulations and ethical concerns -- 15. Evaluating and integrated marketing program
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| 650 |
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0 |
|a Advertising
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| 650 |
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0 |
|a Communication in marketing
|
| 700 |
1 |
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|a Baack, Donald ,
|e author
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| 999 |
|
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|a 1000135148
|b Book
|c OPEN SHELF (30 DAYS)
|e Gong Badak Campus
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