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- Phân loại: 658.8
- Tác giả: Kenneth E. Clow
- Thông tin XB: Harlow, England: Pearson, [2015]
- Mô tả vật lý: 496 p.: illustrations (some color), 28 cm.
- Tóm tắt: This textbook provides a comprehensive guide for undergraduate courses in advertising and integrated marketing communications, emphasizing the integration of advertising, promotions, social media, mobile messaging, and other tactics to create a unified marketing voice. It covers foundational concepts like the IMC planning process, consumer behavior, and media tools, while exploring modern strategies such as digital marketing, social media, and alternative marketing approaches. The seventh edition ...
- Từ khóa: Communication in marketing; Advertising; Sales promotion; Social media; CDIMEX Tài trợ T5/2025
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