Integrated Advertising, Promotion, and Marketing Communications, Global Edition

9. Auflage 2021
ISBN: 978-1-292-41121-7
Verlag: Pearson Business

Buch, Englisch, 472 Seiten, Format (B × H): 216 mm x 276 mm, Gewicht: 1160 g

9th Edition speaks to an evolved definition of integrated marketing and teaches students how to effectively communicate in the business world. It champions the importance of weaving together all marketing activities into one clear message and voice, and helps students understand how communications are produced and transmitted. The text explores advertising and promotions, and the roles of social media, mobile messaging, and other marketing tactics to effectively reach consumers. With added tools to help learners apply concepts to real-life situations, students will understand the vital links marketers use to connect and interact with customers.

MyLab® Marketing is not included. Students, if Pearson MyLab Marketing is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN. Pearson MyLab Marketing should only be purchased when required by an instructor. Instructors, contact your Pearson representative for more information.

Autoren/Hrsg.

Clow, Kenneth

Baack, Donald E

Inhaltsverzeichnis

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

Über Autor(innen)

Kenneth E. Clow  held the rank of Emeritus Professor at the University of Louisiana at Monroe. He previously served at that institution as the Biedenharn Endowed Chair of Business and Dean of the College of Business. Before that time he had been the Dean of the College of Business at the University of North Carolina at Pembroke and the MBA Director at Pittsburg State University. Clow received his PhD from the University of Arkansas. During his career he published 12 additional textbooks, including several with Don Baack, and more than 200 academic journal and conference proceedings articles. Prior to that time he owned and operated a commercial cleaning service in Joplin, Missouri and Fayetteville, Arkansas, which had become one of the largest cleaning services in Southwest Arkansas. Clow passed away in late 2018.

Donald Baack  is a University Professor at Pittsburg (Kansas) State University and has been on the faculty since 1988. He holds an undergraduate degree from Dana College, an MBA from Southwest Missouri State University, and a PhD from the University of Nebraska. He is the author or co-author of 16 additional books, 3 of which are for the general public. His other textbooks include   (Sage),   (Sage), and   (Haworth) with Ken Clow, and   (Sage) with Daniel Baack and Barbara Czarnecka. Baack has written over 100 professional journal articles and conference papers, and he previously served as consulting editor for Pittsburg State's  . Baack worked collaboratively with Ken Clow on numerous projects for more than 25 years.