Integrated Advertising, Promotion and Marketing Communications,4/e (IE-Paperback)(美國版ISBN: 0136079423)

For undergraduate Advertising and Integrated Marketing Communication courses. This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content which is especially relevant to students outside the United States. Clow and Baack examine advertising and promotions through the lens of integrated marketing communications. The carefully integrated approach of this text blends advertising, promotions and marketing communications together, providing students with the information they need to understand the process and benefits of successful IMC campaigns. In addition to enhancing the over-all visual appeal, the fourth edition of this text has updated and revised the material to include the cutting-edge topics of the industry.

本書是為大學廣告和整合行銷傳播課程而設計的。這是一本Pearson全球版。Pearson的編輯團隊與世界各地的教育工作者密切合作，包含了對美國以外學生特別相關的內容。Clow和Baack從整合行銷傳播的角度來探討廣告和促銷。本書精心整合廣告、促銷和行銷傳播，為學生提供了理解成功整合行銷傳播活動的過程和好處所需的資訊。除了提升整體視覺吸引力外，本書的第四版還更新和修訂了行業的尖端主題。