Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications
ISBN-10: 0030352711
ISBN-13: 9780030352713
$247.00
Book Specs
Binding
Trade Cloth
Publisher
South-Western College Pub
Published on
Jul 2, 2002
Edition
6th Edition
Dimensions
6.14x1.26x9.21 Inches
Weight
3.60 Pounds
About the Book
The sixth edition of Terence Shimp's market-leading Advertising, Promotion, and Supplemental Aspects of Integrated Marketing Communications fully integrates all aspects of marketing communication. While continuing to focus on the time honored, IMC methods, the text has undergone a significant revision to reflect new academic literature and practitioner developments in the field. Comprehensive treatment on the fundamentals of advertising and promotion combine with the Internet's impact on IMC. A major focus of this revision, Internet issues have been seamlessly integrated throughout the text to highlight the dynamic relationship between basic marketing communication concepts and the power of the Internet.