Integrated Advertising, Promotion, and Marketing Communications
by Kenneth E. Clow, Donald Baack
Integrated Advertising, Promotion, and Marketing Communications offers a broad foundation in the connected disciplines of advertising, promotion, and marketing communications. Written by Kenneth E. Clow and Donald Baack, it is suited to students and professionals seeking an organized introduction to coordinated marketing communication practices.
About This Book
Integrated Advertising, Promotion, and Marketing Communications examines the connected roles of advertising, promotion, and marketing communications.
The book is authored by Kenneth E. Clow and Donald Baack.
It provides a business-focused foundation for understanding how communication activities relate within broader marketing efforts.
Suitable for readers studying or working in advertising, promotion, marketing, and related communications fields.
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