Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications (Dryden Press Series in Marketing) - Hardcover

Shimp, Terence A.; Delozier, M.Wayne

Hardcover

ISBN 10: 0030211131 ISBN 13: 9780030211133

Publisher: Cengage Learning, 1980

Synopsis

The fifth edition of Terence Shimp's market-leading Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications fully integrates all aspects of marketing communication, providing a more complete treatment of sales promotion, point-of-purchase communications, and advertising media selection than any text on the market. Thoroughly revised and updated, this new edition is more useful, current, and student-friendly than ever. Features: * The text takes an IMC approach thought. * Three chapters are devoted to sales promotions. * The marketing communications process is presented early in Chapter Two. * "Focus on Marketing Communications" boxes in each chapter detail-interesting developments in the field, while "Global Focus" boxes enhance the text's global marketing perspective. New to this edition: * New, innovative and helpful website designed by Eric Sandburg. * Greater emphasis on personal selling. * Greatly expanded coverage in Chapters 12-15 of Electronic Marketing, Commerce, and Direct and Internet Marketing. * New Internet Guide for Advertising supplement for students. * New technology emphasis throughout the text through examples, Internet exercises, and company web site addresses.

About this edition

• Publisher: Cengage Learning
• Publication date: 1980
• ISBN 10: 0030211131
• ISBN 13: 9780030211133
• Binding: Hardcover
• Edition number: 5
• Number of pages: 674