000			01816nam a2200301 a 4500
001			000014427
005			20160221095458.0
008			110816m20102002xxuado grn 001 0 eng d
942			_c
020			_a0136079423 _c(pasta blanda)
020			_a9780136079422 _c(pasta blanda)
040			_aCO-BrUAC _bspa _cCO-BrUAC _dCO-BrUAC
041	0		_aeng
082	0	4	_a659.1 _bC648a _222 ed.
100	1		_aClow, Kenneth E.
245	1	0	_aIntegrated advertising, promotion, and marketing communications / _cKenneth E. Clow, Donald Baack.
250			_a4 ed.
260			_aUpper Saddle River, N.J. : _bPrentice Hall, _c2010.
300			_a454 p. : _bil., grafs., fot. col., etc.
504			_aIncluye referencias bibliográficas, índice, etc.
505	0		_aPte. 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.
544	1		_aDisponible en la Colección General : _bBiblioteca Central.
650	1	0	_aCommunication in Marketing
630	0	4	_aComunicación en Mercadeo
650	1	4	_aPublicidad Comercial
650	1	4	_aComunicación Visual
700	1		_aBaack, Donald
999			_c14287 _d14287