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Integrated Advertising Promotion,and Marketing Communications 7/e

저자 : Clow, Baack 

역자 :  

가격 : \39,000 

ISBN-10 : 1292093633    ISBN-13 : 9781292093635 

출판사 : Prentice Hall 

출판년 : 2016

페이지 : 496 pages

관련자료 :

Integrated Campaigns in Action presents actual marketing programs, as created and designed by professional agencies. These appear at the end of each chapter and in the instructor’s PowerPoint materials. Examples include:
Bill Breedlove from the Fusionista agency discusses an event marketing program set up just for 200 people attending a trade show. He also relates the firm's successful guerilla marketing program for Engobi.
Lee McGuire discusses an integrated marketing campaign for selling Skyjacker lift kits.
Kraft and the mcgarrybowen advertising agency share information on the newest Philadelphia Cream Cheese campaign. 

 

Part I. THE IMC FOUNDATION
1. Integrated Marketing Communications
2. Brand Management
3. Buyer Behaviors
4. The IMC Planning Process

Part II. IMC ADVERTISING TOOLS
5. Advertising Campaign Managemen
t6. Advertising Design
7. Traditional Media ChannelsPart III. IMC MEDIA TOOLS
8. Digital and Alternative
9. Social Media10. Alternative Marketing

Part IV. IMC PROMOTIONAL TOOL
11. Database and Direct Response Marketing and Personal Selling
12. Sales Promotion
13. Public Relations and Sponsorship Programs

Part V. IMG ETHICS, REGULATION, AND EVALUATION
14. Relations and Ethical Concerns
15. Evaluating an Integrated Marketing Program 

 

Kenneth Clow
Donald Baack 

 



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