Advertising, Promotion & Supplemental Aspects of Integrated Marketing Communications / Terence A. Shimp.

By:

Shimp, Terence A

Material type: Text

TextPublication details: Mason, Ohio : Thomson South-Western, c2003.Edition: 6th edDescription: xxi, 650 p. : ill. (some col.) ; 29 cmISBN:

0030352711

Other title:

Advertising, promotion, and supplemental aspects of integrated marketing communications

Subject(s):

DDC classification:

658.8/2 21

LOC classification:

HF5415.123 .S54 2003

Summary: 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.

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Holdings
Item type	Current library	Call number	Copy number	Status	Barcode
Books	Library First Floor	HF5415.123 .S54 2003 (Browse shelf(Opens below))	1	Available	7700

Includes bibliographical references and indexes.

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.

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Advertising, Promotion & Supplemental Aspects of Integrated Marketing Communications / Terence A. Shimp.

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