Description
Book SynopsisKenneth 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
Table of Contents
PART 1: THE IMC FOUNDATION
- Integrated Marketing Communications
- Brand Management
- Buyer Behaviors
- The IMC Planning Process
PART 2: IMC ADVERTISING TOOLS
- Advertising Campaign Management
- Advertising Design
- Traditional Media Channels
PART 3: DIGITAL AND ALTERNATIVE MARKETING
- Digital and Mobile Marketing
- Social Media
- Alternative Marketing
PART 4: IMC PROMOTIONAL TOOLS
- Database and Direct Response Marketing and Personal Selling
- Sales Promotions
- Public Relations and Sponsorship Programs
PART 5: IMC ETHICS, REGULATION, AND EVALUATION
- Relations and Ethical Concerns
- Evaluating an Integrated Marketing Program
