Can I read Integrated Advertising, Promotion, and Marketing Communications, 8e on EtoBox?

Integrated Advertising, Promotion, and Marketing Communications, 8e by Kenneth E. Clow is a book available to read on EtoBox.

What is Integrated Advertising, Promotion, and Marketing Communications, 8e about?

Cover 1 Half Title Page 4 Title Page 6 Copyright Page 7 Dedication Page 8 Brief Contents 10 Contents 11 Preface 18 Part One: The IMC Foundation 23 Chapter 1 Integrated Marketing Communications 23 The Nature of Communication 24 Integrated Marketing Communications 26 An Integrated Marketing Communications Plan 27 Emerging Trends in Marketing Communications 28 Emphasis on Accountability and Measurable Results 28 Integration of Digital Media 29 Integration of Media Platforms 29 Changes in Channel Power 30 Increases in Global Competition 31 Increases in Brand Parity 32 Emphasis on Customer Engagement 32 The Role of Integrated Marketing Communications 33 IMC Components and the Design of this Text 33 IMC Foundation 34 Advertising 34 Digital and Alternative 35 Selling Components 35 Integration 35 International Implications 36 Chapter 2 Brand Management 43 Corporate and Brand Image 44 Components of Brand Image 45 The Role of Brand Image—Consumer Perspective 46 The Role of Brand Image—Company Perspective 48 Brand Names and Brand Types 49 Family Brands 51 Brand Extensions 51 Flanker Brands 51 Co-Branding 52 Brand Logos 53 Identifying the Desired Brand Imag

Author

Kenneth E. Clow

Language

EN