TY  - BOOK
AU  - Shimp,Terence A.
TI  - Advertising, Promotion & Supplemental Aspects of Integrated Marketing Communications
SN  - 0030352711
AV  - HF5415.123 .S54 2003
U1  - 658.8/2 21
PY  - 2003///
CY  - Mason, Ohio
PB  - Thomson South-Western
KW  - Communication in marketing
KW  - Sales promotion
KW  - Advertising
KW  - Direct marketing
N1  - Includes bibliographical references and indexes
N2  - 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
ER  -