Integrated Advertising, Promotion, and Marketing Communications, Student Value Edition (7th Edition)
by Kenneth E. Clow, Donald E. Baack
This seventh-edition student text introduces the connected roles of advertising, promotion, and marketing communications. It provides a structured foundation for students examining integrated marketing communication within a business and educational setting, with coverage centered on understanding how these related disciplines contribute to coordinated marketing efforts.
About This Book
Integrated Advertising, Promotion, and Marketing Communications presents an academic examination of the major elements involved in marketing communication.
The book focuses on how advertising and promotional activities can be considered together within an integrated marketing framework.
Written by Kenneth E. Clow and Donald E. Baack, this seventh edition is designed for students and classroom study.
Its coverage makes it a useful resource for learning fundamental concepts in advertising, promotion, and marketing communications.
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