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

Name: Advertising, Promotion, and Supplemental Aspects of Integrated Marketing Communications (The Dryden Press Series in Marketing)
Author: Shimp, Terence A.
ISBN: 9780030103520

Shimp, Terence A.

Language: English

Published by Dryden Pr, 1996

0030103525 / 9780030103520

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The cover may have stickers or sticker residue on it. The cover shows normal wear. There is light highlighting or handwriting through out the book. Fast shipping and order satisfaction guaranteed. A portion of your purchase benefits Non-Profit Organizations, First Aid and Fire Stations.

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Title: Advertising, Promotion, and Supplemental Aspects of Integrated Marketing Communications (The Dryden Press Series in Marketing)
Author: Shimp, Terence A.
Publisher: Dryden Pr
Publication year: 1996
Condition: Good
Binding: hardcover
Language: English
ISBN 10: 0030103525
ISBN 13: 9780030103520
Edition: 4th Edition

Now available in an exciting, eye-catching, four-colour text, Shimp's Advertising, Promotion and Supplemental Aspect of Integrated Marketing Communications 4/e 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. Beginning in Chapter 1, the fourth edition takes a more extensive integrated marketing communication (IMC) perspective than in previous editions and also introduces a 'building-brand-equity' perspective that is utilised throughout the chapters following. More user friendly than ever, the text also includes a CD-ROM presentation disk for instructors to use in class. Organised by chapter, the animated disk includes videos, tables, figures, graphs, and overhead transparencies to support text material. Features: * Sophisticated yet student friendly, the text incorporates a lively writing style with myriad real-world examples that capture readers' interests. * The text provides up-to-date treatment of text concepts as well as complete coverage of practitioner-oriented material. * Chapter opening vignettes offer real-world illustrations of communications in practice, setting the stage for chapter concepts. * '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. * End-of-chapter review questions and exercise drive home chapter concepts and topics. New to this edition: * Treatment of integrated marketing communications (IMC) has been expanded in Chapter 1, and the importance of achieving integration is woven throughout the text. * For the first time, the text is presented in four colours. * Completely current, the fourth edition has been thoroughly revised and updated with the most recent material and examples available. * Point of Purchase discussions have been expanded, reflecting the more recent research available. * Ancillary materials now include a new instructor's classroom presentation CD-ROM. * All material has been thoroughly updated for the Instructor's Manual, which also provides special attention to the new presentation CD-ROM.

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