Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications - Hardcover

9780030352713: Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications
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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.

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Synopsis:
Emphasizing the importance of integrated marketing communications concepts in all aspects of an IMC program, this textbook discusses the role of IMC in brand-equity enhancement, the customer's perspective, product adoption and point-of-purchase advertising, advertising management, sales promotion ma

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  • PublisherSouth-Western
  • Publication date2002
  • ISBN 10 0030352711
  • ISBN 13 9780030352713
  • BindingHardcover
  • Edition number6
  • Number of pages704
  • Rating

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9780030177842: Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications

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