For undergraduate Advertising and Integrated Marketing Communication courses.
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.
In addition to enhancing the over-all visual appeal, the fourth edition of this text has updated and revised the material to include the cutting-edge topics of the industry.
- ISBN10 0136079423
- ISBN13 9780136079422
- Publish Date 12 February 2009 (first published 7 September 2001)
- Publish Status Out of Print
- Out of Print 18 June 2010
- Publish Country US
- Imprint Pearson
- Edition 4th edition
- Format Paperback
- Pages 480
- Language English