TY  - BOOK
AU  - Clow,Kenneth E.
AU  - Baack,Donald
TI  - Integrated advertising, promotion, and marketing communications
SN  - 0136079423
U1  - 659.1 22 ed.
PY  - 2010///
CY  - Upper Saddle River, N.J.
PB  - Prentice Hall
KW  - Comunicación en Mercadeo
KW  - Communication in Marketing
KW  - Publicidad Comercial
KW  - Comunicación Visual
N1  - Incluye referencias bibliográficas, índice, etc; 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
ER  -