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Item Details
| Title:
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ADVERTISING, PROMOTION AND SUPPLEMENTAL ASPECTS OF INTEGRATED MARKETING COMMUNICATIONS
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| By: |
Terence A. Shimp, M.Wayne Delozier |
| Format: |
Hardback |
| List price:
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£46.99 |
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We currently do not stock this item, please contact the publisher directly for
further information.
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| ISBN 10: |
0030352711 |
| ISBN 13: |
9780030352713 |
| Publisher: |
CENGAGE LEARNING, INC |
| Pub. date: |
2 July, 2002 |
| Edition: |
6th Revised edition |
| Pages: |
704 |
| Description: |
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 |
| Synopsis: |
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. |
| Illustrations: |
Reinforced binding Reinforced binding Reinforced binding |
| Publication: |
US |
| Imprint: |
South-Western |
| Returns: |
Returnable |
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