Preface
Part 1. The IMC Foundation
Chapter 1. Integrated Marketing Communications
Chapter 2. Brand Management
Chapter 3. Buyer Behaviors
Chapter 4. The IMC Planning Process
Part 2. IMC advertising tools
Chapter 5. Advertising Campaign Management
Chapter 6. Advertising Design
Chapter 7. Traditional Media Channels
Part 3. Digital, Mobile, and Alternative Marketing
Chapter 8. Digital and Mobile Marketing
Chapter 9. Social Media
Chapter 10. Alternative Marketing
Part 4. IMC Promotional Tools
Chapter 11. Database and Direct Response Marketing and Personal Selling
Chapter 12. Sales Promotions
Chapter 13. Public Relations and Sponsorship Programs
Part 5. IMC Ethics, Regulation, and Evaluation
Chapter 14. Regulations and Ethical Concerns
Chapter 15. Evaluating an Integrated Marketing Program
Endnotes
Name Index
Subject Index

*La edición digital no incluye códigos de acceso a material adicional o programas mencionados en el libro.