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Clow, Kenneth E.

Integrated advertising promotion and marketing communications / [book] Kenneth E. Clow, Donald Baack. - 6th ed. - Boston : Prentice Hall, 2014 - 480 p. : col.ill. ; 28 cm.

Includes bibliographical references and index

Part 1 The IMC foundation Part 2 IMC advertising tools Part 3 IMC promotional tools Part 4 IMC integration tools

ISBN: 9780273786986 1430 Bht.

Subjects--Topical Terms:
COMMUNICATION IN MARKETING
ADVERTISING

LC Class. No.: HF 5415.123 / C46I 2014