Integrated Advertising, Promotion, Marketing Communication and IMC Plan Pro Package (2nd Edition)

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9780131060524: Integrated Advertising, Promotion, Marketing Communication and IMC Plan Pro Package (2nd Edition)

This volume takes a broader approach than Advertising or Promotions surveys and gives readers an integrated learning experience by incorporating Internet exercises and a Building an IMC Campaign project, with free Advertising Plan Pro software in every copy. The volume addresses integrated marketing communications, corporate image and brand management, consumer buyer behavior, business-to-business buyer behavior, promotions opportunity analysis, advertising management, advertising design, both theoretical and executional frameworks, IMC promotional tools and integration tools. For marketing professionals and ad agency account executives.

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Clow, Kenneth E.; Baack, Donald
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