Donald Baack Knihy

Příručka shrnuje základní informace o efektivním programu reklamní, propagační a marketingové komunikace.

For undergraduate Advertising and Integrated Marketing Communication courses. This Global Edition has been edited to include enhancements making it more relevant to students outside the United States 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.

Designed for advertising courses, this book offers a comprehensive exploration of key concepts, strategies, and practices in the advertising industry. It emphasizes the creative process, media planning, and the impact of digital technologies on advertising. Through case studies and real-world examples, readers gain insights into effective communication and consumer behavior. The material encourages critical thinking and practical application, making it an essential resource for students aspiring to thrive in the dynamic field of advertising.

Emphasizing customer service, this comprehensive resource integrates core marketing and management principles, making it ideal for aspiring marketing management professionals. It focuses on both qualitative and quantitative methods essential for marketing analysis, preparing students for entry- and mid-level roles, especially in small to mid-sized companies. Unique chapters on data warehousing, internal and external communications, and website management set it apart from other texts, guiding students through customer acquisition and retention while enhancing their analytical skills.