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Titre :	Integrated advertising, promotion, and marketing communications
Auteurs :	Kenneth E. CLOW, Auteur ; Donald BAACK, Auteur
Type de document :	Ouvrage
Mention d'édition :	5ème éd. Global Edition
Editeur :	Montreuil [France] : Pearson, 2012
ISBN/ISSN/EAN :	978-0-273-75328-5
Format :	463 p.
Langues:	Anglais
Index. décimale :	736 (Marketing relationnel / Promotion des ventes)
Catégories :	Thésaurus du Management PROMOTION DES VENTES ; PUBLICITE
Résumé :	This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States. Clow and Baack examine advertising and promotions through the lens of integrated marketing communications. The carefully integrated approach of this text blends advertising, promotions and marketing communications together, providing students with the information they need to understand the process and benefits of successful IMC campaigns.(source : Amazon)