Integrated Advertising, Promotion, and Marketing Communications, 7th Edition – Kenneth E Clow & Donald E Baack

Keywords List

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Summary

• A Modern Guide to Integrated Marketing Communications Integrated Advertising, Promotion, and Marketing Communicationsspeaks to an evolved definition of integrated marketing and teaches students (of marketing or otherwise) how to effectively communicate in the business world.

• As marketing has evolved to include more stealth approaches, so has the text.

• To help students retain ideas, each chapter includes tools that allow them to apply concepts to real-life situations.

• The new Seventh Edition includes end-of-chapter blog exercises; links to articles, videos and social media; and new interviews with advertising professionals.

• Plus, with MyMarketingLab, students have access to interactive tools to help guide them through the entire promotional process.