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Published by Pearson (February 1, 2022) © 2022

Kenneth Clow | Donald Baack
    24 Months access
    €52,99
    ISBN-13: 9781292411279

    MyLab Marketing with Pearson eText for Integrated Advertising, Promotion, and Marketing Communications, Global Edition ,9th edition

    Published 2022

    Access details

    • Register via our MyLab page to complete your purchase
    • A Course ID link or VLE link from your instructor is required
    • Access length varies and depends on the duration of your instructor's course

    Features

    • Interactive digital learning experience
    • Includes eTextbook, Apps and study tools
    • Instant feedback on assignments
    • Help when and where you need it

    Language: English

    Product Information

    For courses in advertising. 

    A study of integrated marketing communications taught throughreal-life application
    Integrated Advertising, Promotion, and Marketing Communications, 9thEdition speaks to an evolved definition of integrated marketing andteaches students how to effectively communicate in the business world. Itchampions the importance of weaving together all marketing activities into oneclear message and voice, and helps students understand how communications areproduced and transmitted. The text explores advertising and promotions, and theroles of social media, mobile messaging, and other marketing tactics toeffectively reach consumers. With added tools to help learners apply conceptsto real-­life situations, students will understand the vital links marketersuse to connect and interact with customers.

    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

    1. Advertising Campaign Management
    2. Advertising Design
    3. Traditional Media Channels

    PART 3: DIGITAL AND ALTERNATIVE MARKETING

    1. Digital and Mobile Marketing
    2. Social Media
    3. Alternative Marketing

    PART 4: IMC PROMOTIONAL TOOLS

    1. Database and Direct Response Marketing and Personal Selling
    2. Sales Promotions
    3. Public Relations and Sponsorship Programs

    PART 5: IMC ETHICS, REGULATION, AND EVALUATION

    1. Relations and Ethical Concerns
    2. Evaluating an Integrated Marketing Program
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