Summary of Content:
“Integrated Advertising, Promotion, and Marketing Communications” provides a comprehensive overview of integrated marketing communications (IMC). It covers advertising, sales promotion, public relations, direct marketing, and digital marketing, emphasizing the strategic planning process and the importance of consistent brand messaging across channels. The book explores consumer behavior, market segmentation, targeting, positioning, and creative strategies, while also addressing the role of new media platforms.
About the Authors:
The authors of this book are Kenneth E. Clow and Donald E. Baack. Kenneth E. Clow is a renowned marketing educator and consultant with extensive experience in advertising and integrated marketing communications. He has authored numerous textbooks and research articles in the field. Donald E. Baack is a Professor Emeritus of Marketing at Pittsburg State University. He has published extensively in academic journals and authored several books on marketing topics.
Publisher:
“Integrated Advertising, Promotion, and Marketing Communications” is published by Pearson Education