Shimp, Terence A. <br/><br/>
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. 
<br/><br/>Includes bibliographical references and indexes. 
<br/><br/> 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. 
<br/><br/><label>ISBN: </label>0030352711 
<br/><br/><label>LCCN: </label>2002-071957 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Communication in marketing.<br/>Sales promotion.<br/>Advertising.<br/>Direct marketing.
<br/><br/><label>LC Class. No.: </label>HF5415.123  / .S54 2003 
<br/><br/><label>Dewey Class. No.: </label>658.8/2