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Advertising, Promotion & Supplemental Aspects of Integrated Marketing Communications /

Shimp, Terence A.

Advertising, Promotion & Supplemental Aspects of Integrated Marketing Communications / Advertising, promotion, and supplemental aspects of integrated marketing communications Terence A. Shimp. - 6th ed. - Mason, Ohio : Thomson South-Western, c2003. - xxi, 650 p. : ill. (some col.) ; 29 cm.

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.

ISBN: 0030352711

LCCN: 2002-071957

Subjects--Topical Terms:
Communication in marketing.
Sales promotion.
Advertising.
Direct marketing.

LC Class. No.: HF5415.123 / .S54 2003

Dewey Class. No.: 658.8/2

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Advertising, Promotion & Supplemental Aspects of Integrated Marketing Communications /

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