000			01412cam a22003014a 4500
001			vtls000001897
003			VRT
005			20250102222429.0
008			081111s2003 ohua |b 001 0 eng
010			_a2002-071957
020			_a0030352711
039		9	_a201402040055 _bVLOAD _c201006211157 _dmalmash _c200811121404 _dvenkatrajand _c200811111457 _dmusallam _y200811111456 _zmusallam
050	0	0	_aHF5415.123 _b.S54 2003
082	0	0	_a658.8/2 _221
100	1		_aShimp, Terence A. _91272
245	1	0	_aAdvertising, Promotion & Supplemental Aspects of Integrated Marketing Communications / _cTerence A. Shimp.
246	3		_aAdvertising, promotion, and supplemental aspects of integrated marketing communications
250			_a6th ed.
260			_aMason, Ohio : _bThomson South-Western, _cc2003.
300			_axxi, 650 p. : _bill. (some col.) ; _c29 cm.
504			_aIncludes bibliographical references and indexes.
520			_aEmphasizing 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.
650		0	_aCommunication in marketing. _91273
650		0	_aSales promotion. _91274
650		0	_aAdvertising. _91275
650		0	_aDirect marketing. _91276
942			_2lcc _n0 _cBK
999			_c369 _d369