Clow, Kenneth E. <br/><br/>
Integrated advertising, promotion, and marketing communications / 
Kenneth E. Clow, Donald Baack. 
 - 4 ed. 
 - Upper Saddle River, N.J. :  Prentice Hall,  2010. 
 - 454 p. :  il., grafs., fot. col., etc. 
<br/><br/>Incluye referencias bibliográficas, índice, etc. 
<br/><br/>Pte. 1. The IMC foundation -- Cap. 1. Integrated marketing communications -- 2. Corporate image and brand management -- 3. Buyer Behaviors -- 4. Promotions opportunity analysis -- Pte. 2. IMC advertising tools -- Cap. 5. Advertising management -- 6. Advertising design: theoretical frameworks and types of appeals -- 7. Advertising design: message strategies and executional frameworks -- Pte. 3. IMC media tools -- Cap. 8. Traditional media channels -- 9. E-active marketing -- 10. Alternative marketing -- Pte. 4. IMC promotional tools -- Cap. 11. atabase and direct response marketing -- 12. Sales promotions -- 13. Public relations and sponsorship programs -- Pte. 5. IMC ethics, regulation, and evaluation -- Cap. 14. Regulations and ethical concerns -- 15. Evaluating an integrated marketing program. 
<br/><br/><br/>Disponible en la Colección General : <br/>Biblioteca Central. 
<br/><br/><label>ISBN: </label>0136079423  (pasta blanda) 9780136079422  (pasta blanda) 
<br/><br/><label>Subjects--Uniform Titles: </label><br/>Comunicación en Mercadeo
<br/><br/><label>Subjects--Topical Terms: </label><br/>Communication in Marketing<br/>Publicidad Comercial<br/>Comunicación Visual
<br/><br/><label>Dewey Class. No.: </label>659.1  / C648a